Challenger brand specialist Saltmine Design Group has announced the launch of a new product for longstanding client Frucor Beverages under its isotonic sports drink brand Maximus.
Seeing an opportunity to grab a stake in the protein milk category, Maximus wanted to launch a new product and briefed Saltmine to create a new visual identity and bottle structure for the offering.
Maximus Protein Milk offers a huge 40g of casein and whey protein in each serve. With this in mind, Saltmine’s key challenge was for the design to remain consistent with the visual identity of the Maximus masterbrand, while highlighting the key ingredients.
The bottle structure, also created by Saltmine, reflects the core range bottle shape albeit smaller in size in keeping with category conventions. Broad shoulders, a narrower girth and a rib-like grip mimics the male form.
Unlike the core range, which has a transparent bottle to show the product colour for easy range navigation, the Maximus Protein Milk design uses the entire pack landscape created by the full shrink wrap to bring the variant flavours to life pictorially and disrupt the category with its bold design.
To support the national launch, Saltmine created a proximity media campaign through both Adshel and Media-V’s roving scooters, calling out the protein benefit with the headline ‘If Steak Was a Drink’.
Account exclusive in-store point of sale was created for multiple touch points along the path to purchase, inviting consumers to try the new ‘Hunger Buster’.
Maximus Protein Milk comes in three flavours – Chocolate, Vanilla and Coffee – and is available in P&C and Route stores nationally.
Christine Daisey, senior brand manager at Frucor Beverages, said: “The new bottle structure and visual identity developed by Saltmine has given Maximus a distinctive offering to enter the milk nutrition category.
“Within our BP and Caltex test market, Maximus Milk was driving 53 per cent of category growth, so we know we’ve got a solid product offering for our national launch.”