TKT Sydney Creates ‘Manthem’ For Maximus’ First Brand Campaign In Five Years

TKT Sydney Creates ‘Manthem’ For Maximus’ First Brand Campaign In Five Years

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

The campaign creates a unique bloke-ish ‘manthem’ for Aussie guys giving it a red-hot-go, no matter the task, and applauds all kinds of effort… with a Maximus.

The spots are part of integrated campaign that will run across TV, digital, social, and out of home, as well as point of sale over summer.

Mark Wiedermann, marketing director at Frucor Suntory, said: “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.”

Ben Coulson, chief creative officer at TKT Sydney, said: “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

Marketing director: Mark Wiedermann

Head of brand development: Amanda Verardo

Marketing manager: Leigh Coleman

Brand manager: Tom Wallage

Agency: TKT Sydney

Production company: Helium

Director: Graeme Burfoot

Producer: Jude Lengel

Post-production: Vandal


Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]