In previous times the sports nutrition category was predominantly a male ‘hard-core’ focused category. Over the years things have changed, and with health and fitness now a focus for many people of both genders, it was time to talk to the emerging mainstream of health and fitness seekers.
Through a large piece of strategic work that covered a market segmentation study and in-depth consumer research we confidently approached the task of repositioning Musashi to take a leadership position in the market.
As part of the overall Masterbrand strategy we redesigned all packaging and aligned our messaging to clearly communicate with our target audience by simplifying language, amplifying appetite appeal, and enhanced our shelf blocking.
Launched in early 2015 the brand is the leader in the category and in strong growth versus the overall category.
Optimo Designs is an agency that truly embodies a partnership approach. They treat your brand as their brand, and fully invest & immerse themselves in your business, offering strong strategic & tactical support to drive measureable outcomes.