Maximus secretly swaps out bad gamers for a professional in new competition via Clemenger BBDO

Sports drink brand Maximus has found a new target market in gamers, launching its new Game On range with a competition that relies on sleight of hand.

Kicking off the campaign was a stunt in which some of Australia’s worst gamers were secretly swapped out for a professional, Jarrad HD, in order to give them a surprise victory against their superiorly skilled friends.

With e-sports continuing to grow in popularity, Frucor Suntory head of hydration, James Deysel, said it was a great opportunity to move with what consumers expect from the brand.

“It’s always exciting to push the boundaries of a category with products that are truly relevant to consumers and the way they interact with the changing world around them,” he said.

“This year has shown us that gaming and e-sports will only continue to head in one direction, and that’s up. By bringing a sports drink especially designed for gaming and e-sports to market in such an engaging way with the Clemenger team has been tremendous fun and we hope consumers enjoy it as much as we did creating it.”

Australians can enter the Maximus Pro Gamer competition in order to win the change for a professional to defeat their friends. The launch is supported by the campaign on Facebook, Instagram, YouTube, Twitch, LadBible, 9 Now and 7 Plus. The campaign is also in partnership with gaming media website IGN.

Clemenger BBDO Sydney ECD, Brendan Willenburg, acknowledged the ethics of the competition might be slightly off.

“Look, is it ethical to be able to borrow one of the world’s best gamers to log in under your handle and destroy your mates in a game of FIFA? Probably not… but is it funny. Yep,” he said.

“Hats off to the team at Maximus for letting average gamers like me finally get a taste of victory. And hats off for letting us have a bit of fun in the gaming world.”

The campaign film was directed by Flare’s Robin Sung. Flare is also part of the Clemenger Group.

The new Game On range carries the additional ingredients of magnesium and B vitamins. It comes in blackcurrant and lime flavours.


Client: Maximus, Frucor Suntory
Head of Hydration: James Deysel
Senior Brand Manager: Kate Taylor
Brand Manager: Rebecca Hantzis

Agency: Clemenger BBDO Sydney
Executive Creative Directors: Brendan Willenberg & Darren Wright
Creatives: Josh Aitken, James Beswick
Head of Craft: Dan Mortensen
Producer: Jo Howlett
Client Service: Simon Starr, Sacha Zivanovic, Rachel Robinson, Carly Pelham
Planning Director: Clare La Palombara

Production Company: Flare
Director: Robin Sung (Flare) & Josh Aitken
Offline Editor: Emily Cornelius
Online Editor:  Jess Morgan
Sound Engineer: Robbie Balatincz

Media: OMD

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