Frucor Suntory encourages Aussie blokes to ‘Go Big’ in latest work for Maximus via TKT Sydney

TKT Sydney and Frucor Suntory have launched the first brand campaign for Maximus since its launch five years ago.

Maximus is the 1L isotonic sports drink for guys who ‘Go Big’ in life. Maximus celebrates the everyday effort and heroics of Aussie guys giving it a red-hot-go, no matter the task.

The campaign creates a unique blokish ‘manthem’ for these men of action (but of few words) and applauds all kinds of effort… with a Maximus.

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70% of sport drink occasions have nothing to do with sport, leaving other elite sports driven American brands completely out of touch with Aussie blokes and the reason they drink their products, giving Maximus the opportunity to shake-up the category in Australia.

The spots are part of integrated campaign that will run across TV, digital, social, OOH as well as POS over summer.

Says Mark Wiedermann, marketing director at Frucor Suntory: “We’ve had a lot of fun with the Maximus Brand over the years celebrating the lifestyles of Aussie men who, whatever the task, give it a red hot go and earn their mateship stripes for going Big. This next campaign recognises the understated hard yards men go to, to get the job done, earning themselves great tasting replenishment of a Maximus, and brings attention to those mates who need a slight ribbing that their efforts are just not good enough….”

Says Ben Coulson, chief creative officer, TKT Sydney: “It’s weird how sports drinks always use elite athleticism as a hook, and almost no one who drinks them is an elite athlete. There are plenty of other ways to work up a sweat and it felt like time to have a chat about that.”

Client: Frucor Suntory

Post-Production: Vandal