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Maximus asks consumers which Social Athlete they are to launch limited edition drink

Sports drink Maximus is continuing with its positioning as the drink to hydrate those on a night out in a new campaign to launch the brand’s limited edition Social Athlete drink.

Created by strategic digital communications agency Give Art Science, the campaign is centred around six music videos which aim to encapsulate six personality types of Maximus drinkers.

Maximus customers are invited to take a test on Facebook to see which of the characters they are on a night out from the Captain, to the striker, the wingman, the ruckman, the substitute and the benchwarmer. Each video describing a character type ends with the message that they all drink Maximus to remain hydrated.

In February, the brand sent out its “Sober Squad” to locations including Kings Cross and George Street to give out one litre bottles to thousands of Sydney socialisers to promote its message “be a mate and hydrate” and the brand aims to highlight the importance of hydrating on a night out.

Maximus also played in the tactical ad space in June, cashing in on a photo of Todd Carney urinating into his own mouth which happened to have a Maximus photo in the background.

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