Sports nutrition brand
From delisted to #1 in sports nutrition
In 2018, Musashi was delisted from Coles and Woolworths, losing 60% of its distribution overnight. We moved the brand away from bodybuilders to Australia's 2.5m everyday athletes, an audience 8x bigger. A new benefit-led pack system, hero athletes across five sports and a tribal, sport-by-sport media approach took Musashi to #1 in sports nutrition in three years.
