Cubo Wins Elivar Launch Brief

Cubo has been handed the integrated brief to launch Elivar, the first range of sports nutrition products exclusively focussed on over-35-year-old sports participants.  The work, which starts immediately, spans branding, design, digital, social, experiential and PR.
 

Elivar is aimed at athletes aged between 35 and 55, whose goals and nutritional needs differ from those of younger sportspeople.  Created by world-class nutritionists and food scientists, Elivar will roll out in the UK and Ireland initially before expanding into international markets. 
 

The first product to roll out will be a series of dilute-to-taste powders, followed by a second phase of new product extensions.

 
Cubo has been hired to develop Elivar’s brand identity and digital presence (www.elivar.com), as well as being retained to launch the range across sports and lifestyle media, social networks and carry out activation at select sports events through merchandising and sampling.

 
With Elivar focusing exclusively on the older and growing sports market segment, the logo and strapline – “Stay the Distance” – reflects the longer-term, endurance goals of 35+ athletes.  It also very specifically contrasts with the “Play to Win” style messaging of many other products on the market, most of which are nutritionally less relevant for older, goal-oriented athletes.
 

Elivar has been developed by a team of former full-time endurance athletes, including:
·         Managing Director Donal Hanrahan - a former world-class Irish oarsman.

·         Marketing and Commercial Director Len Dunne – also an international rower who is also Vice-Chairman of Special Olympics GB.

 
Kerry Simpson, CEO at Cubo, said: “Creating, developing, designing and launching a new brand is always a very exciting and rewarding project.  But being a keen runner myself, I’m particularly proud of this win.  We’re all looking forward to working with Donal, Len and their team on a product range that has clearly highlighted a very rich vein of opportunity.  The idea that a 45-year-old and an 18-year-old need the same fuel is clearly wrong.  I, for one, believe Elivar has a very bright future ahead indeed.”
 

Len Dunne, Marketing and Commerical Director at Elivar, said: “From the outset, Cubo showed the passion, desire and understanding that made the decision to appoint them an easy one.  Their insights into the market and the need to effectively target and engage the older athlete were impressive.  We’re really looking forward to working alongside Kerry and his team to make Elivar a success.”