Maurten Unofficial - Maurten
Sports drink

Gold

Title of Entry:	Maurten Unofficial
Brand:	Maurten
Product/Service:	Sports drink
Client:	Maurten
Entrant Company:	Åkestam Holst NoA
Creative Agency:	Åkestam Holst NoA
Creative Director:	Magnus Jakobsson
Art Director:	Hugo Wallmo & Andreas Karlsson
Designer:	Theresa Lee Zonars & Magnus Pettersson
Copywriter:	Petter Nylind & Noah Bramme
Sector:	NON-ALCOHOLIC DRINKS
Account Executive:	Nicole van Rooij
Account Manager:	Agneta Oppenheim
Date of Release:	2019-07-10
Notes:	We created Maurten Unofficial. An un-branded product range designed for athletes sponsored by others, who wants to benefit from Maurtens hydrogel technology – without breaking contracts. Maurten Unofficial has the same content as the official products, but comes in incognito packaging, mixed in bottles with pixelated logos and delivered in anonymized boxes ordered from an un-branded site. A new product-range with a market of its own, also pushing the original product simply by highlighting the purpose of its own existence. By making Maurten anonymous, we made them more famous than ever.
Other Credits:	Planner: Karl Wikström
Other Credits:	Agency Producer: Leila Widgren
Other Credits:	Director: Madja Amin (Halal Amsterdam)