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Kinetica unveils ad campaign
Sports supplement brand’s marketing campaign puts naked athletes at centre of product message
Irish sports supplement brand Kinetica, which has recently launched into the UK, has unveiled its first advertising campaign for the market, which uses naked athletes as a way to deliver the message that good nutrition is what is needed for improved performance.
Kinetica’s range is made from 100 per cent natural protein. Kinetica’s UK roster of athletes and ambassadors includes England and Leicester Tigers rugby player Ben Youngs, plus the rest of the Leicester Tigers Squad, sports nutritionist to England Rugby and UK Athletics Matt Lovell and celebrity fitness trainer Jon Denoris.
Irish advertising firm Boys and Girls, which is based in Dublin, created the advertising concept, which will be used in print and on point of sale materials.
Starring Ireland’s leading sports stars from the world of rugby, triathlon and mixed martial art, the Kinetica ad campaign presents athletes stripped bare and body painted revealing intense muscle definition. Three body painters were brought to Ireland from Barcelona, Spain for the shoot.
Each athlete was shot naked, and required five hours of body painting by the artists. Patrick Stephenson, managing partner from Boys and Girls, said: “The ads show famous sports people wearing nothing but body paint accompanied with the strap line ‘Essential Kit – prepare to succeed’.
“The ads show that you don’t need fancy sports kit to succeed; you only need the right training and the right sports nutrition, from Kinetica.”
Stephenson added: “The resulting make-up was so convincing that each image was retouched afterwards to add splashes and dribbles of paint, making the effect more obvious.”
John Keys, UK business manager of Kinetica, said: “We’ve seen Kinetica grow from strength-to-strength in Ireland and are really excited to see the products and brand launch in the UK this year.
“Our marketing strategy and athlete sponsorship programme shows we’re committed to making our mark in the sports industry.”
Footage of the advertising campaign being shot:
