Sydney brand design agency, Saltmine Design Group, is proud to announce its latest work for Maximus, Frucor’s Isotonic Sports Drink brand.

The Maximus brand, created by Frucor 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’ latest campaign is a nationwide on-pack consumer promotion ‘Award A Lord’. defines a ‘Lord’ as ‘The true man. A rare legend. What perfection strives to be.’ Maximus created nearly 30 different types of Lord so there’s one for all of their consumers to relate to, and true to Maximus’ irreverent humour, they include tongue-in-cheek Lords such as Dad-Bod Lord, Buff Lord, Sweaty Lord and Dating Lord.

The promotion mechanics are simple – 1) buy a promotional bottle of Maximus 2) Take a photo of yourself with the bottle that represents you the best and upload it to Facebook or Instagram with the hashtag #AwardALord.

A Lord will be awarded each week for 8 weeks, winning $1000 per week. Those Lords then go into the running to be one crowned the Maximus ‘Lord of Lords’ and have the opportunity to play for the major prize of $1mil. This Maximus Lord will have 1 in 100 chance to draw the million dollars, with a consolation prize of $10,000.

Saltmine developed the Limited Edition packaging for this campaign which features an award trophy, developed from the shield shape of the Maximus brand mark. The base of the trophy contains a type of Lord and the all-important hashtag required to enter.

In addition to this, Saltmine completed the finished artwork and liaised with New Zealand based printer, Adhesif, to ensure an excellent on-pack result. With the multitude of labels across the SKUs this complex process was simplified by providing one base artwork for each SKU and creating a new plate change out for the Lord text, which overall reduced costs of the 8-colour flexo printing.

The challenge for Saltmine was how the shrink wrap distortion would affect certain design elements of the labels. They worked with Adhesif, using a 3D render model to estimate the approximate distortion. This was important given the legal text on pack.

Saltmine created the promotional mechanics and will also manage the promotion for the duration, including prize fulfilment.

Speaking about the new Maximus campaign, Saltmine Design Group Managing Partner, Sara Salter, says “Once again our Saltmine team has collaborated the wider Frucor team to bring an on-point campaign for Maximus to market. We’re excited to see the promotion results in a couple of months.”

The Maximus Award A Lord promotion will be in-market during March and April 2017.

Click here to read more about the campaign on The Stable
Click here to read more about the campaign on B&T