CLIENT: Frucor

BRAND: Maximus

In the sports-drink category 70% of consumption happens outside of sporting situations. Frucor owned Maximus was created for this very reason.

And in a category dominated by two major players with decades of equity, Maximus is in a unique position where it can honestly tout is product truth as a key differentiator.

Based on the insight that only 31% of Australia trust the media, we developed a brand platform to build on it’s “Go Big” brand positioning designed to give Australians a big gulp of honesty.

We call it “Sweat Happens”, an integrated brand platform designed to help everyday Australians remember you don’t need to be an athlete (despite what our competitors say) to drink Maximus, all you need to do is sweat.

To campaign runs across OOH, digital and social.