Maximus Champions Everyday Aussie Effort in New Campaign by Droga5

In a world where elite athleticism is revered, Maximus, Australia’s number one 1L isotonic sports drink, has launched ‘That’s gonna need a Maximus’, a campaign that champions the efforts of everyday exercise.

Created by Droga5 ANZ, part of Accenture Song, the integrated campaign positions Maximus as the no-nonsense alternative for Aussies that always give it their all – whether it’s at pre-work run club or six-a-side soccer.

Directed by Taylor Ferguson from Good Oil, the campaign is running across YouTube, Facebook and Instagram, supported by large format OOH and radio.

Head of marketing for Maximus at Suntory Beverage & Food Oceania, Lisa Pearce, said, “Elite performance is the identity of our competitors. That’s why we’ve deliberately played into local sport, leaning into the physical comedy of exercise to position Maximus as the drink that can match up to Aussie levels of effort.”