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 per cent of sports drinks are consumed in non-sporting occasions.
Frucor Suntory’s director of energy & hydration Scott Cameron said: “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”.
Connecting Plots creative director, Steven Thomson said: “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”.
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 known comedy names Greta Lee Jackson and Henry Stone.
Connecting Plots managing director, Tom Phillips added: “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.
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