In late 2015 Boots approached MaxiNutrition to request their help in growing the female fitness nutrition category. With women's fitness motivations shifting from pure weight loss to a 'strong not skinny' attitude, resistance training and functional based fitness participation were on the increase. With no true category leader, there was a clear opportunity for a brand to promote a new point of view on women's fitness, challenge perceptions of strength and proteins and offer a range of products that supported this cultural change.

GSK tasked LIFE with launching a protein supplement brand especially for women that supported this cultural shift. To inform our launch strategy we worked out alongside our target female audience driving out the real-life insights that got under the skin of their fitness ambitions.

Market positioning . Concept development . Brand identity . Packaging design . Launch campaign .

The GenP brand is all about attitude and performance over show. To bring this to life in comms we used famous fitness photographer Paul Calver to capture strong, athletic models taking part in a live resistance training session.


Working collaboratively with GSK and their customer Boots, we used a powerful insight to build a completely new brand with real stand out in the category.

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