Title	MULTIPOWER MUSCLECAP
Brand	ATLANTIC MULTIPOWER GERMANY
Product/Service	MULTIPOWER MUSCLECAP
Category	B03. Use of Ambient Media: Small Scale
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 – even in the gym.

Creative Execution

We introduced the Multipower Musclecap directly at the point of sale: at sport nutrition stores in Hamburg during highly frequented times on Saturdays, followed by a one week promotion. The target audience could test and experience the Musclecap live. Instructed by fitness experts and the shop clerks they got to find out which weight matches their fitness and got familiar with their new workout tool: Our fitness experts guided them through a 5 exercise workout and explained their effects on the muscle groups. The average Get-to-know-the-Musclecap took 12 minutes and not only interested our target audience, but also the people passing by. 83% of the customers who tried the Multipower Musclecap bought our product.

Results

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.

Multipower provides high quality protein powder for effective muscle growth. Our customers are used to consume the product after their workout at the gym. The Multipower Musclecap – a simple product design adaptation – changes the usual brand experience completely: it turns the product package into a workout tool. We promoted the Multipower Musclecap directly at the point of sale: in sports nutrition shops in Hamburg. So our target group could experience the new product design directly. Further on, the Musclecap comes with an online video tutorial at musclecap.com with specifically designed workout exercises, enhancing the all-new brand experience.

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.