Maximus was a newcomer to a category dominated by the duopoly of Powerade & Gatorade: household names with the backing of large corporations.
Despite sitting within the ‘sports drink category’, 73% of consumers were purchasing for non-sporting occasions. The talk of elite athleticism was not resonating with the everyman.
Maximus: The non-sports sports drink for the everyday bloke.
Creating everything from digital content, on pack promotions and experiential stunts to OOH installations and even a TV show, we were able to reinforce a strong and consistent message to the consumer and create a brand meaning the consumer understood and related to.
From a 0% base, the brand has risen to number 2 in category beating Gatorade in the process
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