Maximus: Sweat Happens

TV Commercial Review

Heart or Humor


In the sports-drink category, 70% of consumption happens outside of sporting situations. Frucor Suntory owned Maximus was created for this very reason. The marketing message is “Maximus comes in a range of man-sized flavors. If you think thirsty work only happens on the field, you’ve got it wrong. Slam down a liter of man fuel today and get busy!”

“Sweat Happens” is an integrated brand platform to help solidify Maximus as the drink for those other sweat occasions caused by awkwardness or effort. The campaign was created by the advertising agency Connecting Plots.

The integrated campaign is location specific across OOH, digital and social. There are three 15-sec funny commercials in this campaign: Nan, Parents, Tradie.

The Maximus ads feature Greta Lee Jackson, Henry Stone, and the voice of Alex Williamson.

Client: Frucor Suntory
Director of Energy & Hydration: Scott Cameron
Marketing Manager: Leigh Coleman
Brand Manager – Maximus: Tom Wallage
Assistant Brand Manager – Maximus: Rebecca Hantzis
Creative Agency: Connecting Plots
Creative Director: Steven Thomson
Client Services Director: Andie Tickner
Strategist: Tim Collier
Creatives: Emmalie Francis Thip, Steven Thomson. Matt Smith, Callam Hanks
Project Lead: Nicole Harris
Managing Director: Tom Phillips
Production Company: Infinity Squared
Director: Daniel Reisinger
Producer: Charles Billeh
Editor: Cameron Drew
Executive Producer: Dave Jansen
Media Agency: OMD




Heart or Humor9.0
Reader Rating: ( 0 vote ) 0

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