Saltmine and Maximus team up to squash thirst

Sydney brand design agency, Saltmine Design Group, is proud to announce its latest work for Maximus, Frucor Suntory’s Isotonic Sports Drink brand. In time for summer, Maximus is launching a new variant to the range, with packaging and a shopper marketing campaign by Saltmine.

This month Maximus, known for being first to market with its massive 1 Litre bottle size, will launch a new flavour, Lemon Squash aka ‘The Big Squash’. Off the back of the success of ‘The Big O’ (Maximus’ orange juice flavour with 20% real orange juice), ‘The Big Squash’, with 10% real lemon juice, will extend the range’s flavour portfolio and provide a flavour profile for new drinking occasions for Maximus.

Saltmine designed the new label for The Big Squash to fit in with the rest of the range but it has a distinctive lemon peel texture throughout the yellow variant colour to dial up the real juice offering which differentiates its flavour profile.

Saltmine also developed the shopper marketing campaign for the launch of ‘The Big Squash’. The brief was to follow the simple, straight-up format of previous Maximus campaigns but to bring out more refreshment and dialling up the ‘real lemon’ ingredient.  The final visual features the Lemon Squash 1L bottle with a refreshing lemon splash exploding out from the bottle. Some pieces of the POS suite include a real lemon the slamming into the bottle for even more lemon refreshment. The headline of ‘Squash your Thirst’ lends itself to both being a thirst quencher and communicating that this would taste like a squash flavour.

The Maximus brand, created by Frucor Suntory in conjunction with Saltmine Design Group, launched in 2013 and was quick to shake up the Australian Isotonic Sports Drink category, which was previously dominated by two brands with 98% market share.  Since then, the brand has become well known in the target market for its value for money, product efficacy, quirky Limited Edition offerings and provocative marketing campaigns, targeted at its predominantly male audience.

Maximus The Big Squash will be available nationally from October 2017.


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