Reach for your max
Concept and campaign for Gainomax
The assignment
Strategy
Concept
Campaign creation
What do you do when you know you have a fantastic product, but only a few people know about it? Gainomax turned to Byn to create a broader target audience appeal and a new position in the growing market of protein bars. With the campaign concept ‘Reach for your max,’ Gainomax begins its journey to become an obvious snack even for the everyday exerciser.
Gainomax is something as unusual as a long-established brand within this rapidly growing product segment. With its shakes and bars, it has long appealed to a target group that is serious about its strength training. As the segment has changed and moved closer to the checkout counters in stores, the company saw good opportunities to broaden its appeal, as more and more people buy a protein bar as a snack or for recovery between matches, after training, during a round of golf, or to cope with family logistics.
New Approach
Midsona, the owner of the Gainomax brand, turned to Byn to achieve a fresh start – not least considering their existing plans for new flavours and new packaging design.
Following thorough analyses of market and customer surveys, we established a target group strategy and began developing a new concept.
The result was ‘Reach for your max’, an encouraging and colourful approach that’s about people who don’t give up, who push their limits, who see the joy in a challenge.
Multiple Formats
The initial campaign film has been released in a variety of formats and lengths – and is complemented by style-setting material for use at point of sales, for example.
Do you also often get a craving for something tasty and satisfying when you’re on the go? Stock up with Gainomax soft bars, so you always have something to enjoy within reach.
Film in collaboration with Sebastian Lindblad, Zanoonga Film
Still photography in collaboration with Crelle Photography
Read more about Gainomax here
