THE BRIEF.

Statistics suggest that 60% of people in the UK drink just one glass of water or less a day, highlighting a significant opportunity for brands that can help consumers stay hydrated and support their daily and sporting needs.

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In an increasingly crowded supplements market, we knew credibility would be key. Our approach was to harness the expertise within the TenPercent Club team, while tapping into the wider news and sporting agenda to raise brand awareness and establish the brand as a trusted voice across hydration, performance and recovery.

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Leveraging TenPercent Club’s relationship with Matchroom Boxing and using the world’s biggest sporting event, The FIFA World Cup as a media hook, we set out to dominate the conversation around hydration breaks, heatwaves and performance at a time when all three were firmly on the national agenda.

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STRATEGY.

Across the three-month campaign, we worked closely with TenPercent Club, one of the UK’s leading sports supplement brands, trusted by professional footballers and elite athletes.

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A central part of our strategy was partnering with the brand’s Head of Sports Medicine and Performance, Dominic Rae. TenPercent Club tasked us with raising brand awareness and showcasing its science-led range of natural hydration, sleep and recovery products ahead of the World Cup. A key objective was to build Dominic’s profile and establish him as a credible expert voice on performance, hydration and recovery throughout the tournament.

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The strategy delivered a strong run of high-profile media opportunities, with Dominic becoming a regular contributor in the build-up to the World Cup. He appeared across major broadcast platforms including talkSPORT Breakfast and Sky Sports News, while also providing expert insight for stories in CNN, The Athletic, The New York Times, Metro, MailOnline and The Sun.

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EXECUTION.

Alongside building Dominic’s profile, we used the founder story of Luke O’Reilly to bring a more entrepreneurial and human dimension to the brand. We secured founder interviews talking about TenPercent Club’s journey from a bedroom start-up to a growing sports nutrition business in Dubai.

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We also placed Luke at the centre of key brand announcements, including the launch of TenPercent Club products in Holland & Barrett, which saw record sales in a week and American Golf, as well as supporting the rollout of the brand’s vending machines across Manchester, Stansted and East Midlands airports.

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Athlete advocacy was another important part of the campaign, using the experiences of elite performers to demonstrate how TenPercent Club products fit into the daily routines and preparation of athletes across different sports.

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We secured interviews with boxer Troy Williamson, Commonwealth Games athlete Adele Nicoll and Adam Maca, exploring how TenPercent Club’s supplements have supported their training, preparation and recovery. From electrolytes and hydration products through to supplements such as Tongkat Ali, these first-hand experiences provided credible, authentic stories around the role of supplementation in elite performance.

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By combining expert commentary, founder storytelling, athlete advocacy and reactive opportunities around major sporting and cultural moments, we positioned TenPercent Club as a credible voice in the wider conversation around hydration, performance and recovery.