New player in the longevity market: LIGANOVA oversees the launch of the new superum brand

London/Munich, June 2026 – With a clear aim to rethink the brand and its communication from the ground up, LIGANOVA was responsible for developing the brand strategy for the new player in the premium segment. This involved analysing the competitive landscape, defining the target audiences, formulating the value proposition and developing a consistent ‘social-first’ campaign concept.

At the heart of this was a paradigm shift: social media was not viewed as a downstream distribution channel, but as a strategic starting point for brand-building and storytelling. On this basis, the agency developed a holistic communications approach – ranging from visual identity and narrative, through influencer and talent strategy, to the conception and production of the launch campaign featuring Thomas Müller.

“Today, the most successful brands emerge at the intersection of consumer insights, culture and content,” says James Walkinshaw, Managing Director of LIGANOVA MaSH! “With superum, we had the opportunity to conceive a brand from the very first second based on relevant stories and cultural relevance – rather than on the product itself. Our ‘social-first’ approach lays the foundation for this.”

The resulting strategy was translated into a scalable content and influencer framework that enables a consistent brand presence across all digital touchpoints. At the heart of the campaign launch is an initial online campaign featuring professional footballer Thomas Müller, which went live in June 2026 and is specifically designed to maximise reach and cultural relevance.

“Modern brands must do more than simply communicate about their products. They must provide guidance, impart knowledge and demonstrate a stance,” says Dr Thomas Lauscher, founder of superum. “LIGANOVA has helped us to translate our scientific foundation into an accessible, relevant brand narrative – thereby laying the groundwork for sustainable growth.”

The market launch marks the start of a long-term brand strategy. Further content formats, product innovations and international expansion are planned for the coming months to establish superum as a relevant voice in the global longevity market.

Images available HERE, the three launch spots with Thomas Müller HERE, HERE and HERE.

Credits: LIGANOVA Group.

LIGANOVA is a global full-service agency group for holistic brand experiences and spaces. For 30 years, the company has acted as an innovation leader at the intersection of people, brands, and products. LIGANOVA’s work is centered on the “Moment of Truth” – the unique point in space and time where brands and customers meet in physical reality to form authentic, lasting connections. Guided by the principle of creating impact “in real-time and real life,” LIGANOVA transforms commercial and urban environments into community-driven experiential stages. The group, which has several offices located in Germany, UK, the Netherlands and the US, offers a vertically integrated service model that covers the entire value chain: from Strategic Consulting and Social-First Storytelling to Digital Innovation, Brand Space Design and POS campaign creation to Global Production and Logistics. By seamlessy blending physical, digital, and virtual dimensions, LIGANOVA enables global premium brands in the luxury, lifestyle, automotive, and tech sectors to navigate the modern zeitgeist.
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