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Maurten Unofficial

Award: Wood Pencil

Wood Pencil / Direct / Direct Product & Service / 2020

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.

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