Maximus’ latest campaign via Connecting Plots calls out hilarious sweat-worthy moments

Frucor’s challenger brand Maximus, dubbed the non-sports sports drink, has revealed its latest positioning “Sweat Happens” with newly appointed creative agency, Connecting Plots.

The new positioning speaks directly to the category insight that 70% of sports drinks are consumed in non-sporting occasions.

Says Scott Cameron, director of energy and hydration, Frucor Suntory: “Whilst the other guys are battling it out over elite athletes & electrolyte content, we’re taking a different tact with the brand, appealing to all Australians who sweat.”

Says Steven Thomson, creative director, Connecting Plots: “Whether it’s through physical effort or just the pressure of some of life’s awkward and uncomfortable moments, “Sweat Happens” is a celebration of them all”, says Connecting Plots Creative Director .

The campaign calls out insightful and humorous sweat-worthy moments, from watching a sex scene with the oldies, to the accidental reply-all, and a girlfriend who’s “late”, to the flakey apprentice. Thomson continues “No matter what’s got you sweating, Maximus has your back.”.

The campaign videos feature the voice of Alex Williamson and star known comedy names Greta Lee Jackson and Henry Stone.

Says Tom Phillips, managing director, Connecting Plots: “We’re delighted to have extended our remit with Maximus from social to now being the brand’s lead creative partner. We’re passionate about doing things differently and Maximus as a brand marries extremely well with our disruptive spirit.”

The agency has been responsible for social media duties for the past year with some stellar successes including the infamous National Recycling Day post which reached over 3 Million Facebook users organically.

The “Sweat Happens” integrated campaign is currently rolling out nationally with OOH, Digital, Social & POS.

Client: Frucor Suntory
Director of Energy & Hydration: Scott Cameron
Marketing Manager: Leigh Coleman
Brand Manager – Maximus: Tom Wallage
Assistant Brand Manager – Maximus: Rebecca Hantzis
Creative Agency: Connecting Plots
Creative Director: Steven Thomson
Client Services Director: Andie Tickner
Strategist: Tim Collier
Creatives: Emmalie Francis Thip, Steven Thomson. Matt Smith, Callam Hanks
Project Lead: Nicole Harris
Managing Director: Tom Phillips
Production Company: Infinity Squared
Director: Daniel Reisinger
Producer: Charles Billeh
Editor: Cameron Drew
Executive Producer: Dave Jansen
Media Agency: OMD