Maurten Unofficial
Maurten Unofficial is an unbranded product range designed for athletes that are sponsored by others, but want to benefit from Maurten’s hydrogel technology without breaking their contracts. Unofficial has the same content as the official products, but comes in incognito packaging, mixed in bottles with pixelated logos and delivered in anonymised boxes ordered from an unbranded 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, it made them more famous than ever.
- DirectDirect Product & Service
Country
- Sweden
Client
- Maurten
Art Director
- Andreas Karlsson
- Hugo Wallmo
Copywriter
- Petter Nylind
- Noah Bramme
Creative Director
- Magnus Jakobsson
Account Director
- Nicole van Rooij
Planner
- Karl Wikström
Production Manager
- Agneta Oppenheim
Agency Producer
- Leila Widgren
Graphic Designer
- Theresa Lee Zonars
- Magnus Petersson
Motion Designer
- Kenna Magnusson
Director
- Madja Amin
Executive Producer
- Francine van der Lee
Producer
- Job Sander
Advertising Agency
- Åkestam Holst
Maurten Unofficial is an unbranded product range designed for athletes that are sponsored by others, but want to benefit from Maurten’s hydrogel technology without breaking their contracts. Unofficial has the same content as the official products, but comes in incognito packaging, mixed in bottles with pixelated logos and delivered in anonymised boxes ordered from an unbranded 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, it made them more famous than ever.