To acknowledge the fact that many athletes that are sponsored by other brands still make use of its hydrogel technology, Maurten launched 'Maurten Unofficial' as a limited range of unbranded products to prevent contracts from being broken, all the while still allowing people to make the most of its effective products. To continue to fuel athletes, Maurten released a range of products in silver pouches and a black and white water bottle with a blurred logo. Orders of the hydrogel sports fuel are shipped in discreet boxes with a design that's equally as simple and unassuming.
To support Maurten Unofficial, the brand created videos introducing "three unofficials," including The Runner, The Swimmer and The Cyclist, all with blurred faces for anonymity.
Unbranded Sports Drinks
'Maurten Unofficial' Helps Athletes from Breaking Contracts
Trend Themes
1. Unbranded Marketing - Opportunity for brands to offer unbranded versions of their products to cater to athletes sponsored by competitors.
2. Discreet Packaging - Potential to create simple and unassuming packaging designs for products that prioritize privacy and exclusivity.
3. Blurred Identity - Chance to incorporate blurred or obscured visuals in marketing materials to maintain anonymity and appeal to certain niche markets.
Industry Implications
1. Sports Nutrition - Disruptive innovation opportunity for sports nutrition brands to offer unbranded versions of their products to cater to sponsored athletes.
2. Packaging Design - Opportunity for packaging design companies to create simple and discreet designs for products targeting privacy-conscious consumers.
3. Athletic Apparel - Chance for athletic apparel brands to explore blurred or obscured identity branding to appeal to athletes looking for anonymity or exclusivity.