Title	MULTIPOWER MUSCLECAP
Brand	ATLANTIC MULTIPOWER GERMANY
Product/Service	MULTIPOWER MUSCLECAP
Category	E01. Food
Entrant	PHILIPP UND KEUNTJE Hamburg, GERMANY
Idea Creation	PHILIPP UND KEUNTJE Hamburg, GERMANY
Production	PHILIPP UND KEUNTJE Hamburg, GERMANY

Name	Company	Position
Robert Müller	Philipp und Keuntje	Executive Creative Director
Holger Lindhardt	Philipp und Keuntje	Executive Creative Director
Justin Joshua	Philipp und Keuntje	Creative Director
Jan-Sievert Krause	-	Creative Director
Alexander Fuchs	Philipp und Keuntje	Art Director
Marco Borth	Philipp und Keuntje	Copywriter
David Schubert	Philipp und Keuntje	Digital Designer
Wiebke Voss	Philipp und Keuntje	Senior Project Manager
Tadvir Benipal	Philipp und Keuntje	Project Manager
Jan-Erik Wessel	Philipp und Keuntje	Production Manager
Laia Gonzalez	Philipp und Keuntje	Film Producer
Lisa Krane	Philipp und Keuntje	Film Producer
Micha Binz	-	Director
Claire Jahn	-	Cinematographer
Sascha Würker	Philipp und Keuntje	Editor
Jan Klügel	-	Director / Producer
Kira Bürgerhoff	Philipp und Keuntje	Editor
Brehan Murphy	-	Actor
Daniel De Homont	-	Location Sound Recordist
Tobias Sauer	The SoundShack	Sound Engineer
Dong Hun Lee	Philipp und Keuntje	Art Director
Graham Krige	Philipp und Keuntje	Copywriter

The Campaign

Multipower only sells its protein powder when people go to the gym. The existing target group (bodybuilders) goes to the gym a lot: 5-7 days a week. But how could we reach the larger group of sport enthusiasts who want to workout, but don't have the time to go to the gym? Introducing: The Multipower Musclecap – A simple adaptation to our existing product design. We replaced the cap of our protein powder bottles by a handle inspired by the age-old kettle bell – and turned it into a workout tool. Just screw off the old cap, fill the empty bottle with water or sand (for a weight up to 12 kg) and screw on the new Musclecap. Now you can get a full-body workout wherever you are.

Creative Execution

From the start we involved material specialists as well as fitness experts. This way we made sure that the Musclecap: a) matches the existing Multipower bottle and is b) ergonomically shaped to exercise a full-body workout. First we transferred the measures of our existing cap to the base of the Musclecap (thread, diameter, height). Next we researched different kettle bell handles to define the ideal ergonomically size and shape for the Muscelcap handle to our bottle. Using Maya for a 3D-mesh we printed a 3D-Model. This was the basis for the negative silicone moulding. The material for the Musclecap is polyurethane: light and stable. The coating with a special acrylic paint (with graphite, aluminium, soot) matches the surface of the existing bottle. As the bottle gets filled with water we put a rubber inlay into the cap to make it leak proof.

Indication of how successful the outcome was in the market

In a market with little differences between products, brands and their designs the Musclecap makes Multipower truly stand out: on the shelves and in the lives of fitness enthusiasts. The Musclecap offers a solution to their problem of not having the time to go to gym. The brief of expanding our customer base from hard-core bodybuilders to the larger group of fitness enthusiasts is fully met. At the same time the Musclecap shifts the image of Multipower from “just another protein powder producer“ to an innovative sports nutrition brand. We promoted the Musclecap in sports nutrition shops in Hamburg for a week: 83% customers who tried the Musclecap bought a bottle of protein powder increasing sales by 40% and generating 250% more traffic on our website musclecap.com. The Multipower Musclecap is a game changer – for the market, the customer and the brand.

Our new target audience are fitness enthusiasts: average age of 32, mostly men, educated, employed with an average monthly net income of € 2800. They are highly motivated to workout, but – due to their families and jobs – often don‘t have the time to go to the gym. With the Musclecap we solve a true problem and offer an experience no other brand in the market has to offer.