Making the difference for sports nutrition brand PhD.
Sports nutrition and supplements is a highly competitive market. PhD needed a point of difference. So that’s exactly what we gave them. The difference, an integrated campaign targeting guys and girls in their 20s and 30s. People who are motivated and always strive to perform at their best. Whether they’re lifting weights or playing their favourite sport, they’re either competing with themselves or with others. Always looking for an advantage. Always seeking ways to make the difference.
As part of the campaign we created a film starring PhD brand ambassadors. Filmed in various locations around Leeds, it captured the grit and determination of what makes the difference. The mindset that argues against the burning lungs, dead thighs and torn muscles and decides to push through. Achieving this real and relatable feel was key to highlighting that PhD is as serious as getting results as the target audience.