Maximus has launched a new advertising campaign, ‘That’s Gonna Need a Maximus,’ aimed at recognising everyday physical exertion.
Developed in collaboration with creative agency Droga5, the campaign moves away from traditional sports drink advertising that typically highlights elite athletes. Instead, it focuses on Australians tackling daily physical challenges, from labourers on a tough shift to weekend DIYers and social sports players.
Lisa Pearce, Head of Maximus, Juice, and Agency Partnerships at Suntory Beverage & Food Oceania, said the campaign is about celebrating determination in all forms.
“At Maximus, we believe that every drop of sweat tells a story of determination and hard work. ‘That’s Gonna Need a Maximus’ is our salute to all Australians who give it their all, day in and day out. This campaign is a celebration of everyday heroes, and we’re proud to stand beside them.”
The campaign features a series of humorous and high-energy advertisements across digital, social media, and out-of-home platforms. Each ad showcases relatable moments of physical effort, such as struggling through a Sunday run or an ambitious backyard sports game, all concluding with the tagline, ‘That’s Gonna Need a Maximus.’
By highlighting ordinary yet demanding physical moments, the campaign seeks to redefine what it means to ‘earn’ a sports drink, setting Maximus apart from competitors that focus on peak athletic performance.
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