20th Century Fox Reflex Nutrition X-men

Reflex Nutrition teams with The Wolverine for campaign


By Ishbel Macleod, PR and social media consultant

October 28, 2013 | 1 min read

Reflex Nutrition has teamed with Twentieth Century Fox for the home entertainment release of The Wolverine, as part of a ‘challenged but never defeated’ campaign.

The advertising campaign is set to include on-pack, print, digital, social, PR and sampling activities, and is Reflex’s largest ad spend to date.

Print, social, digital and on-pack elements of the campaign will drive consumers to the Reflex Nutrition Facebook Page for the opportunity to win a training session with The Wolverine’s personal trainer, Mike Ryan, in Sydney, Australia, as well as samples.

A Reflex spokesperson said: “The Wolverine is constantly challenged but has evolved over time to always defeat the competition. Reflex Nutrition is very much the same.”

This comes just weeks after Reflex relaunched its Instant Whey range with flavours including raspberry delight, banoffee pie and choc-peanut butter.

The partnership will run for the UK market only, and launch on 4 November 2013 with the Facebook promotion running until 18 February 2014.

20th Century Fox Reflex Nutrition X-men

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