Challenger brand specialist, Saltmine Design Group, is proud to announce an exciting national product launch for longstanding client, Frucor Beverages, under the banner of their Maximus 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 with its huge 1 Litre offering. 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.

In Australia, the Milk Nutrition Category has doubled in the past 6 years*. Seeing an opportunity to grab a stake in this category, Maximus wanted to launch a Protein Milk product and briefed Saltmine to create a new visual identity and bottle structure for the offering.

True to its brand promise, Maximus Protein Milk ‘Gives You More’, offering a huge 40g of casein and whey protein in each serve. With this in mind, Saltmine’s key challenge was for the design to remain consistent with the visual identity of the Maximus masterbrand, while highlighting the key ingredients.

The bottle structure, also created by Saltmine, reflects the core range bottle shape albeit smaller in size in keeping with category conventions. Broad shoulders, a narrower girth and a rib-like grip mimic the male form. Unlike the core range, which has a transparent bottle to show the product colour for easy range navigation, the Maximus Protein Milk design uses the entire pack landscape created by the full shrink wrap (essential to protect the integrity of the real dairy milk) to its benefit to bring the variant flavours to life pictorially and disrupt the category with its bold design.

Speaking about the new Maximus Protein Milk, Frucor Beverages Senior Brand Manager, Christine Dasey, says “The new bottle structure and visual identity developed by Saltmine has given Maximus a distinctive offering to enter the milk nutrition category. Within our BP and Caltex test market, Maximus Milk was driving 53% of category growth** so we know we’ve got a solid product offering for our national launch.”

To support the national launch, Saltmine created a proximity media campaign through both Adshel and Media-V’s roving scooters, calling out the protein benefit in the headline of “If Steak Was a Drink”. Account Exclusive in-store point of sale was created for multiple touchpoints along the path to purchase, inviting consumers to try the new “Hunger Buster”.

Maximus Protein Milk comes in three great-tasting flavours; Chocolate, Vanilla and Coffee, and is available in P&C and Route stores nationally.

Source: *IRI Marketedge MAT 20/11/16. ** Aztec Scan Nov 16.

Click here to read more about the launch on B&T
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Click here to read more about the launch on Inside FMCG