Frucor Suntory approached us to develop a 3-year positioning for their challenger brand Maximus dubbed the ‘non-sports sports drink’.
Knowing that 70% of sports-drink are consumed in non-sporting occasions we wanted to disrupt category norms of talking to elite athletes and electrolyte content, and focus on everyday sweat-worthy moments.
Whether it’s physical effort or just the pressure of some of life’s awkward and uncomfortable moments, “Sweat Happens” is a celebration of them all. So no matter what’s got you sweating, Maximus has your back.
This integrated campaign is rolling out across OOH, Digital, Social & POS.