Helping gay guys with all they need for a fitter lifestyle

A leading nutritional and fitness supplements retailer came to us as they recognised that gay men were active buyers of their products. Our research showed that this was a relatively untapped market. However, they had been trading for years in a very heterosexual space and didn't feel their brand appealed to a gay audience.

We developed a whole new brand for the retailer, called Active Body Supplements (that conveniently abbreviated to ABS), creating a fresh, contemporary and attractive brand - re-skinning the website, whilst utilising the retailer's strong back-end e-commerce platform.

The brand launched in January 2011, with strong print and online advertising, PR and partnership activity with personal trainers, urban gyms and sponsorship activity, actively targeting gay guys into fitness and keeping in shape.