Maximum kicks off new ‘More Drink, More Do’ campaign via Clemenger BBDO Sydney

Maximum kicks off new ‘More Drink, More Do’ campaign via Clemenger BBDO Sydney

Maximus is kicking off 2021 with a campaign via Clemenger BBDO Sydney, to motivate Aussies to do what they need to do…so they can do more.


The campaign More Drink, More Do, which has launched across video and OOH, centres on the insanity modern life throws at Aussies each day – and the extra hydration they can get from drinking Maximus to work, play and everything in-between.

Frucor Suntory head of hydration, James Deysel says for many Aussies there’s always more to do: “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.”

The Maximus campaign was developed with the creative team at Clemenger BBDO. It centres on consumers and showcases how Maximus fits into their world.

Clemenger BBDO Sydney ECD Brendan Willenberg says More Drink, More Do, shot by Steve Greenaway and retouched by Dave Mercer, builds on the great work of Maximus’ previous campaign, Game On.

Says Willenberg: “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.”

To encourage Aussies to get the extra hydration they need so they can do more, Maximus is also running a cash draw as part of their off-pack promo – More Drink, More Cash. To find out more go

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