Frucor Beverages has rolled out a fruity new variant of its Maximus sports drink.
The new addition, called ‘The Big O’, contains 20 per cent orange juice and is the only sports drink on the market made with juice, according to its maker.
The use of juice is designed to make the beverage a better fit for morning consumption.
The Maximus brand, created by Frucor in conjunction with Saltmine Design Group, has built up marketshare in the sports drink market against the beverage industry giants since it launched in 2013.
The new visual identity for The Big O was designed by Saltmine to fit within the core range, while at the same time highlighting the unique product attribute of being one-fifth juice. To do this, Saltmine included orange peel texture on pack and a clear on-pack claim.
The Big O rolled out nationally in September 2016, and Saltmine also created point-of-sale
materials, an out of home campaign and a consumer promotion that continues to support the brand's overall Go Big message.
Frucor Beverages marketing manager, Andrew Fenwick, said the new visual identity, OOH campaign and consumer promotion gave the company a solid platform to launch the new product to the range.
“We’re excited to see the sales results in a couple of months,” he said.
