Abstract
The use of dietary supplements has surged since COVID-19, with many individuals
gaining a better understanding of scientific processes. Given that many dietary supplements
are grounded in science, there is an opportunity to explore alternative marketing methods.
Creatine monohydrate presents an opportunity to explore innovative marketing strategies for
dietary supplements due to its established psychological and physiological benefits. It
enhances athletic performance, strength, cognitive function, and mood, underscoring its
importance for overall health. While its physiological effects are well-documented, effective
marketing that emphasises these benefits remains underutilised. Additionally, the complexity
of creatine's usage, particularly the loading phase, may deter potential users. The goal of this
thesis was to create alternative marketing approaches for creatine monohydrate combining
science communication with contemporary marketing theory. This research comprised two
studies aimed at exploring factors influencing consumer preferences for creatine
monohydrate labels and advertisements. The first study examined the impact of certain
variables (such as social media use and self-esteem) and design elements (including
typography and colour choices) on label preference among two cohorts: Psychology students
and gym-goers. The second study investigated the effects of soundscape and storytelling on
advertisement preference, using focus groups of gym-goers in Dunedin. The results revealed
that both colour and typeface significantly influenced label preferences. Furthermore,
narrative elements—such as the use of the hero's journey and specific word choices in
narration—were found to play a critical role in shaping advertisement preferences. The
results found in this study not only offer novel study methods into the complexities of
marketing creatine monohydrate, but also provide insight into key factors that influence
consumers decisions. Additionally, our proof-of principle platform offers a unique approach
into marketing creatine monohydrate.