The company released the 1 litre bottle to shake up the Australian Isotonic Sports Drink category.
“The new bottle structure and visual identity developed by Saltmine has given Maximus a distinctive offering to enter the milk nutrition category,” said Frucor Beverages senior brand manager, Christine Dasey. “Within our BP and Caltex test market, Maximus Milk was driving 53 per cent of category growth so we know we’ve got a solid product offering for our national launch.”
The new range features three great-tasting flavours: chocolate, vanilla and coffee. It offers a huge 40g of casein and whey protein in each serve.
To support the national launch, Frucor worked with Saltmine Design Group to create 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”.
In Australia, the Milk Nutrition Category has doubled in the past six years. Seeing an opportunity to grab a stake in this category, Maximus wanted to launch a Protein Milk product. The bottle structure reflected the core range bottle shape albeit smaller in size in keeping with category conventions. Broad shoulders, a narrower girth and a rib-like grip mimics 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 used 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.
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 is available in P&C and Route stores nationally.