Maximus faces growing public outrage over new ‘insensitive’ Australia Day campaign

Image: ‎Sum Ababydeer

Image: ‎Sum Ababydeer

Frucor brand Maximus rolled out a new outdoor poster campaign on Australia Day featuring the copy line: “I Survived Australia Day” which is attracting a growing tide of negative public comments due to its perceived insensitivity to Indigenous Australians.

Many first Australians consider and refer to Australia Day as ‘Survival Day’.

The brand is far from a rookie when it comes to pushing the marketing envelope, having previously capitalised on disgraced footballer Todd Carney’s social media picture of him urinating into his own mouth.

The brand has also sent out police-style hangover patrols in nightclub districts offering the energy drink to revellers.

Maximus and Todd Carney

Maximus and Todd Carney

However, this new effort may prove a step too far as the posters urge people to take selfies next to an image of a giant bottle of the drink.

Maximus angerComplaints have flooded in to the Maximus Facebook page from people slamming the brand for its cultural insensitivity.

“Your banner at Southern Cross was a pretty unpleasant sight today.” wrote Ella Maeve on the Maximus’ Facebook page.

“I can’t believe the insensitivity of ‘I Survived Australia Day’ made it past anyone, let alone a whole marketing team.”

Other commenters expressed similar outrage.

“Blown away to see your advertising at Southern Cross today. Seriously? Whoever thought that was appropriate needs to take some time out for a history lesson,” posted Creenagh Fay.

Survival Day protests were held around the country as Indigenous Australians worked to draw attention to the impact that white settlement has had on their communities.

Frucor has yet to respond to Mumbrella’s request for comment.

Simon Canning


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