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.”
If you’ve been watching the Olympics these past few days, chances are you’ve probably come across the talent that is US gymnast Simone Biles. Biles has encapsulated viewers with her athletic jumps, flips and all-around gymnastic genius. As a result, Biles has also dominated social media feeds, with fans pouring out their admiration for the […]
A study conducted by the University of Queensland has claimed that the social media app TikTok needs to create regulations around vaping. Researchers at the University of Queensland analysed and evaluated the content of over 800, of TikToks most viewed vaping videos. Collectively the TikToks amassed over one billion views. The study found that 63 […]
ESPN and the National Basketball League have extended their broadcast partnership for a further three seasons as part of an expanded television rights package. ESPN and the National Basketball League announce a new expanded agreement that will run for three seasons, until the end of the 2023/24 NBL season. The landmark broadcast deal comes with […]
Sydney-based co-working startup, Workit Spaces, announced today the launch of ‘Beyond The Store’, a six-part web series to uncover the smarts and passion behind successful Australian eCommerce businesses. Workit Spaces has gone where no other coworking hub has gone before, by investing over $100,000 to tell the stories of six Australian eCommerce businesses and how […]
In light of the prolonged lockdown occurring throughout New South Wales, Semi Permanent Sydney has announced new dates for this year’s festival. It will now take place between 17-19 November 2021 at Carriageworks. “Our mission, always, is to craft the best and most valuable experience for both our speakers and audience, and to ensure the […]
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Social media management solutions company Hootsuite, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]