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.