How Buxton kept health club members hydrated and performing

Challenge

Making Buxton the brand members think of when they reach for a bottle

Buxton wanted to reach health club members at the exact point hydration matters most: during and after exercise.

The objective was to build national awareness across England, positioning Buxton as the natural choice for an active, health-conscious audience.

Activation

• Deployed exclusively across 84 Bannatyne and The Gym Group sites in England, putting Buxton's creative in front of members throughout their visit.
• Creative focused on hydration and natural mineral water, connecting directly to the post-workout moment.
• The two-week campaign gave Buxton consistent visibility across two of England's biggest health club networks.

Key Outcomes

13.3m impressions recorded against 11m sold

We ran an independent brand study with Happydemics, comparing 250 health club members exposed to the Buxton campaign against a matched control group of 250 non-exposed members.

Campaign Imagery