Multipower provides high quality protein powder for effective muscle growth. But the market of protein powder is tough: Not only does Multipower face a lot of competition, but also the audience of highly ambitious bodybuilders who workout 5-7 days a week is rather small. The brief: Come up with an idea that expands our customer base and makes our product first choice in shops.

During the ambient executions at sport nutrition shops in Hamburg our audience can test and experience the Multipower Musclecap live – from the preparation of the package to a full-body workout. They screw off the old cap, find out which weight matches their fitness level and put on the Musclecap. Now that they are familiar with their new workout tool they can start their workout. Fitness trainers guide them through a 5 exercise-workout and explain their effects on the single muscle groups. The average Get-to-know-the-Musclecap takes 12 minutes and not only interests our target audience, but also the people passing by.

From the start we involved material specialists as well as fitness experts. This way we made sure that the Musclecap: a) matches the existing Multipower bottle and is b) ergonomically shaped to exercise a full-body workout. First we transferred the measures of our existing cap to the base of the Musclecap (thread, diameter, height). Next we researched different kettle bell handles to define the ideal ergonomically size and shape for the Muscelcap handle to our bottle. Using Maya for a 3D-mesh we printed a 3D-Model. This was the basis for the negative silicone moulding. The material for the Musclecap is polyurethane: light and stable. The coating with a special acrylic paint (with graphite, aluminium, soot) matches the surface of the existing bottle. As the bottle gets filled with water we put a rubber inlay into the cap to make it leak proof.