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.”

CREDITS

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