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Taut
The sports drink market, worth £180m in the UK in 2006, is set to be shaken up by a new marketing campaign that launches this month. The campaign posits Taut as the first clean sports drink, and highlights the many unhealthy artificial ingredients present in popular sports drinks.
While consumers are increasingly conscious of what goes into their food (70% of people will check a food label prior to purchase) this hasn’t translated into the sports drinks sector as recent research suggests only 30% would consider checking a sports drinks bottle label. Taut,made from 100% natural ingredients, is aiming to change people’s attitudes to sports drinks by demonstrating to consumers that there is an intrinsic contradiction in exercising and living a healthy lifestyle and then refueling with a sports drink full of aspartame and other artificial sweeteners, colours, preservatives and e numbers that are currently found in all other sports drinks on the market.
Taut also differs from all other sports drinks on the market by being the only brand to offer consumers a no salt option – Taut with energy releasing vitamins and minerals but without sodium and Taut Endurance with 40% more sodium than most leading sports drinks.
The campaign is also backed by Olympic Gold medalist sprinter Darren Campbell, who says: “It’s time people started paying closer attention to what they put in their bodies when exercising. People shouldn’t be blinded by the science and the claims made by other sports drinks on the market and presume that the artificial ingredients are necessary. Taut delivers the same performance as other sports drinks but without the unnecessary crap!”
Taut’s new campaign includes online, POS, PR and health club activity. Taut’s RRP is £1.50 in health clubs and £1.05 in multiples. Visit www.taut.co.uk for further information and full stockist details.
