An isotonic sports drink company has customised its labels as part of a campaign to boost its following amongst Aussie males.
Frucor commissioned brand design agency Saltmine to design the labels for its Maximus beverage brand as part of its 'Award a Lord' campaign.
The isotonic sports drink from Frucor was launched in 2013 and was designed to challenge the category, which was previously dominated by Gatorade and Powerade.
The Maximus brand is aimed at a predominantly male audience, and the 'Award a Lord' campaign celebrates 'true men' in the form of 30 different types of ‘Lord’ on limited edition packaging.
The customised bottles include tongue-in-cheek Lords such as Dad-Bod Lord, Buff Lord, Sweaty Lord, and Dating Lord.
Saltmine's packaging design 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 hashtag required to enter.
Saltmine liaised with New Zealand-based printer Adhesif for the end result, which includes a multitude of labels across the SKUs.
The complex process was simplified by providing one base artwork for each SKU and creating a new plate change out for the Lord text, which reduced costs of the eight-colour flexo printing overall.
The challenge for Saltmine was how the shrink-wrap distortion would affect certain design elements of the labels.
The team 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.
The Maximus Award A Lord promotion is running until the end of April.
