HP (High Performance)

Ever look through a muscle magazine? Every ad has a guy with giant bulging veins. Even if you’re into that sort of thing, it all starts looking the same. When we helped launch this new line of workout products for the core body builder, we could have chosen bulging veins. But we zigged where others zagged. With the theme “Masters of Muscle,” we built the brand using he-man illustrations that appealed to our audience but in a non-vein bulging way. To help track sales and boost brand awareness, posters were given out in-store. They quickly ran out.