BRIEF: Maurten has a patented product called hydrogel, making it possible for endurance athletes to fuel their bodies without having the problems you get from conventional sports fuels, like GI-distress and diarrhea. How do we make sure all athletes know Maurten is the only reasonable way to go?

INSIGHT: Choosing anything other than Maurten, risking all that hard work, could be viewed as foolish — or just incredibly brave. 

IDEA: To highlight the advantage of the hydrogel, we simply copied the recipe of the competitors and created ”The Daredevil Formula”. A gel for the ones who are willing to risk it all — The Daredevils.