Awesome thinking by Akestam Holst and sports drink brand, Maurten. This is how it goes. Maurten is a little name in the category but reckons that it is used by high-profile endurance athletes. Many of these pro-athletes have sponsorships with other brands. Drinking Maurten jeopardises their contracts. So the brand has released an unbranded line, Maurten Unofficial, whose packaging is brandless – free of logos or brand colours although the product inside is unchanged.
This allows pro-athletes to use its products in public.
Promoting the line is a series of spots. They look like the usual personal motivation montages, except that the athletes’ faces are pixelated and their voices distorted.
Philip Ahlqwist, head of brand at Maurten, explained, “It’s a fact, many athletes use our products under the radar, as they are officially sponsored by some other brand. For example, there are several other teams than the ones we cooperate with that use our products on the UCI World Tour, but unofficially. The same goes for triathlon and ultra-running.
“While most brands would be disappointed that their product is not receiving all the exposure it could, we are not. To us, the athletes and their performance always come first. To prove this and create real value for them in one single action, we created Maurten Unofficial. And since we know that there’s a real demand for this, it makes it more than just a clever advertising campaign.”
Maurten Unofficial will be available for a limited time in 15 stores throughout the world.
The campaign was directed by Halal’s Madja Amin via Halal. The stars are real elite athletes who do use Maurten (although the partners were careful not to use those with other brand sponsorships).