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  • Boss It
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Sci MX

Client: Sci MX
Brand: Sci MX Boss It


The sports nutrition market is a growing, but crowded and undifferentiated one. Consumers remain nervous about what product suits them, which brand and retailer they can trust. Advertising in the sector is dominated by serious muscle bound hunks and huge pack shots.


SciMx products are of the highest quality and therefore cost a little more. The products have good mainstream distribution, a great range and a strong team of ambassadors to promote them. Against bigger spending, lesser quality products, it was vital SciMx retained a superior positioning, while creating an accessible personality.


Our consumer is deadly serious about their training and needs to know that the product they use is of the highest quality. However, they are also young, outgoing, with a sense of humour. Our task was to present a brand that understands them, wants to have a dialogue with them, to challenge them in the gym, to be their mentor and also their entertainer.

We created a print and OOH campaign that showed the exaggerated effects of ‘Bossing’ your work out. Online, we challenged users to film and Instagram their training feats, with a challenge to other users to also ‘Boss It’. Best uploads received rewards and even the chance to become a SciMx ambassador.

The Idea 

‘Boss It’ 


Since launch the core SciMx whey product has become the UK’s best selling pure whey protein shake.

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