Based on the insight that 73 per cent of Maximus sports drinks are consumed during non-sporting occasions (Millward Brown Consumer Research), the brand is proving to be a true challenger in the category. Not afraid to speak to the honest consumption occasions, Maximus has marketed itself as the big drink for all sorts of thirsty work – whether it be recovery from a big night, the refreshment break saviour after slaving away on the tools, or the big thirst crusher from a backyard battle with the lawnmower, Maximus is prepared to tell it how it is and says that, as a result, it is the fastest-growing sports drink in convenience at 49-plus per cent (IRI MarketEdge, AU Convenience, MAT to 6/12/15).
“Maximus gives Aussie blokes the big hydration hit when they need it most,” a spokesperson said. “As part of the latest campaign, Maximus is challenging Australia to show their #BigThirstyWork and is supported by a large- scale out-of-home investment, radio, and digital. Having developed a large and loyal grassroots following, their Facebook fans have already been tattooed in the brand logo, jumped from planes with bottles in hand and built monstrosities from empty 1lt vessels … who knows what’s next?
“If there is one thing we do know, it’s that Maximus will continue to ‘Go Big’ and commend the #BigThirstyWork of its drinkers. With an exciting pipeline of NPD around the corner, Maximus will continue on its crusade to hydrate a thirsty nation.”