Sports nutrition brand Kinetica is rolling out a new advertising campaign in the UK from Friday 1 February 2013. Entitled ‘Made of What Matters’, the campaign notes that ‘performance for show isn’t what matters to the Kinetica athlete… What matters is reaching that line, beating that personal best… and recovering quickly so you can go again.’
The campaign states that Kinetica is ‘Made of What Matters’ – 100% natural, clean nutrition formulated by experts with over 25 years’ experience.
High-vis via SPORT mag across London
With a push via SPORT magazine in the London and South East region of the UK, ‘Made of What Matters’ will reach a wide audience via the freely distributed sport title. SPORT mag is out every Friday and has an impressive 304,700 distribution with a readership approaching half a million, 81% with an ABC1 audience profile. It previews the top sporting events of the week, looks at some of the more offbeat news in sport and has a lifestyle section focusing on gadgets, grooming and entertainment.
When the magazine is free-handed by 250 distributors across London on Friday, all distribution staff will wear Kinetica beanie hats and jointly branded SPORT/Kinetica – ‘Made of What Matters’ t-shirts. Distribution is centred around main transport hubs in London – however the magazine is also available at major national train stations, airports and gym chains including DW Sports and Fitness First.
Being sociable
According to Kinetica, the key to the new campaign is finding out what matters to the brand’s consumers. From this Friday, consumers are being encouraged to use the #whatmatters hashtag via Twitter to explain their motivations (in 140 characters).
