Proving protein isn’t just for professional bodybuilders was just one part of the complex brief we were given by GSK. A redesign and reposition of this monumental brand meant rethinking copy. Hierarchies across the range needed specific tones for different needs and consumers, while upholding strict EFSA guidelines on legal claims and regulations. Modern Copy worked as an independent copy team alongside GSK, creating tone of voice guidelines, pack copy for the 80+ products in the portfolio and content strategy for the Maxinutrition website. Relaunched in Q1 2014, Maxinutrition is now the number one sports supplement brand in Europe.

Our work with GlaxoSmithKline has led to a fruitful relationship, including crossover work on packaging for new health supplement ranges that built on the protein message.

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