Sydney brand design agency Saltmine Design Group has unveiled a new campaign for Frucor’s isotonic sports drink brand Maximus that looks to reward Aussie males for being a ‘Lord’.
The on-pack consumer promotion ‘Award A Lord’ encourages males to grab a limited edition Maximus bottle that best describes them or someone they know, snap a pic or video of them being a lord with the bottle, and upload it to Instagram or Facebook with the tag #awardalord for their chance to win $1 million.
Maximus has created nearly 30 different types of tongue-in-cheek lords for consumers to relate to, including ‘Dad-Bod Lord’, ‘Buff Lord’, ‘Sweaty Lord’ and ‘Dating Lord’.
Saltmine Design Group managing partner Sara Salter said: “Once again, our Saltmine team has collaborated with the wider Frucor team to bring an on-point campaign for Maximus to market. We’re excited to see the campaign roll out and for the promotion results in the next couple of months.”