The campaign uses outdoor and online media to target male gym-goers. The campaign focuses on a scientific study by the Sports Science Research team at Northumbria University which found that athletes in the test are able to do 40% more work than the athletes using water or an unnamed leading isotonic sports drink. Online ads direct consumers to the brand website to read the clinical study and claim drink coupons.
The company says the study is in accordance with new EU regulations for 2009 which requires claims to be backed by clinical research.
Currently sold in retailers including Tesco, Asda and Sainsbury's the company has also recently announced deals with Morrisons and Waitrose to stock the drink.
The company has also recently announced stock deals with Morrisons and Waitrose. It is already available in Tesco and Sainsbury's stores.
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