How can we establish credibility for our brand?

We created a multi-dimensional brand experience designed to:

1. Establish Musashi’s brand positioning and credentials

2. Give the target market of young sporty guys the product to try and share with their mates where and when they needed it

The campaign featured a series of live activations at gyms and high-profile sports events in partnership with kiwi UFC sensation Carlos Ulberg.

Beat Your Best set up a physical challenge for the target market to compete in and register their personal details and performance scores. These activations were amplified in social media, in advertising, and also with media parter The Rock radio. It was also later extended and adapted for the America’s Cup held in Auckland.

The Outcome
This programme helped build street cred for the brand and gain a cult following with young sports-mad guys. This built a solid foundation with which to sell the brand into the mainstream grocery channel.