The Glanbia-owned sports nutrition brand Optimum Nutrition has launched a new out-of-home (OOH) campaign in collaboration with Posterplan Ireland and media agency UM Ireland.
The campaign – a first for the brand- aims to educate consumers about its range of products and is targeted at active sports and fitness enthusiasts with prominent placements along roadways and commuter routes. Called “More of You in You” the campaign also includes a partial LUAS wrap.
In addition, the was strategically activated in gym environments, effectively connecting with the intended target audience immersed in a fitness-oriented mindset. A further element of the campaign is tailored to coincide with the Guinness Six Nation games at the Aviva Stadium, specifically targeting avid rugby fans. Ireland fullback Hugo Keenan, is also one of the brand’s ambassadors.
“We are thrilled to witness the realization of Optimum Nutrition, the world’s number one sports nutrition brand, making its mark nationwide,” says Sarah Dennehy, senior brand manager, Optimum Nutrition.
“The ‘More of you in you’ campaign, spotlighting our brand ambassador Hugo Keenan, is poised to not only grab attention but also leave a lasting impression within our target market. Out-of-home was strategically chosen as a key channel to heighten awareness for the Optimum Nutrition brand. Working closely with Niamh Smyth and the entire UM team to bring this campaign to life was an exciting experience, opening doors for further growth,” she adds.
Niamh Smyth, communications director at UM adds: “We’re thrilled to partner with Posterplan for Optimum Nutrition inaugural OOH campaign. It’s not just about showcasing the brand; it’s about motivating individuals to unlock their full fitness potential. Crafting this campaign across diverse media channels with Sarah has been an exciting collaboration.”
“We are delighted to see this collaboration come to life and demonstrate the power of OOH for creating talkability and driving positive brand associations for Optimum Nutrition,” says Sean Foran, client manager, Posterplan.
“The execution is about more than visuals – it’s about changing behaviour, an invitation for our audience to unlock more of their potential and all executed at the perfect time of year.”