Frucor Suntory’s Maximus appoints Melbourne agency to social media strategy
Frucor Suntory’s isotonic sports drinks brand Maximus has engaged Melbourne-based indie agency Neuralle to launch its TikTok account and manage its social media strategy.
On a fixed term basis, the agency will work with Maximus to increase its presence on TikTok with a new content strategy for its organic social media to target a broader demographic of consumers.
Managing director at Neuralle, Jordan Michaelides, said the agency is thrilled for this opportunity.
“Like us, they believe in the pontential of combining social and talent to achieve the wider goals for the brand,” he said.
“There’s an obvious crossover with platforms like TikTok and the self-aware nature that fun and engaging content can provide to consumers, creating brand salience in the long term.”
The new content will aim to engage a young adult consumer demographic, and marketing manager, nutrition and hydration at Frucor Suntory Oceania, Lisa Pearce, said it is crucial to do so in an ever-evolving digital landscape.
“It is crucial for brands to adapt and embrace new platforms that resonate with the target audience,” she said. “Our approach to TikTok is not only about generating buzz but also expanding opportunities for the Maximus brand.
“Through our launch with Neuralle, we aspire the create a dynamic community across multiple social platforms where fans can immerse themselves in the hydrating world of Maximus,” she concluded.
Frucor Suntory recently hired its first Oceania chief marketing officer in Allison Yorston, who helped launch the ‘V Refresh’ brand in market. The company is currently going through a period of growth, with a new production and distribution facility under construction in Queensland, which is expected to open mid-2024.
Neuralle’s other clients include Green Nation Life, Manscaped, Dabble, Mad Mex and Artlist.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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