Maximus challenges sports beverage pigeon hole in OOH and video campaign

Maximus wants Australians to do more in 2021, and is showing them what is possible when they drink the energy beverage in a new campaign.

Launching across out-of-home and online video, the campaign reinforced Maximus’ recent marketing efforts to position its product as more than just a sports beverage by depicting it in different scenes of life – although taken to the extreme.

The campaign, from Clemenger BBDO Sydney, follows Maximus tricking the friends of bad gamers into thinking they have suddenly upped their skills with the sports beverage in a social campaign.

Clemenger BBDO Sydney ECD, Brendan Willenberg, said: “Leaping off from the great work we did on Maximus Game On, this has been an awesome opportunity to create the new brand platform for Maximus. It’s been great to launch something that will guide their comms, NPD and partnerships for years to come.”

Frucor Suntory head of hydration, James Deysel, said: “Not only are Aussies spinning plates to keep up with everything; those plates are stacked sky high and there’s always more to do.

“Aussies aren’t happy to simply rest on their laurels or do a half job – they often need that extra hydration to push through and do more.”


Client: Maximus, Frucor Suntory
Chief Consumer Officer: Cam Davidson
Head of Hydration: James Deysel
Senior Brand Manager: Kate Taylor
Brand Manager: Rebecca Hantzis

Agency: Clemenger BBDO Sydney
Photography: Steve Greenaway
Retouching: Dave Mercer

Media: OMD


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