In an extremely crowded and competitive sports drink market, macho imagery and messaging has long been used to stand out from the crowd.
Sydney design and brand agency Saltmine has taken the process one step further with the ultra masculine branding for a new isotonic sports drink range just launched onto the market by beverage manufacturer Frucor.
Saltmine was called in by Frucor to create a new visual identity as well as a broad suite of point-of-sale (POS) material for the unashamedly masculine-oriented drink range, Maximus.
The Maximus sports drink range started appearing on shelves in Coles and convenience stores throughout the country last month (September).
Packaged in massive one litre ‘man-sized’ bottles, Frucor says the new range contains 50 per cent more electrolytes than the current top selling Australian isotonic sports drinks.
The new product is priced, however, at the same recommended retail price as its 600ml competitors, giving sports drink consumers, Frucor says, “more bottle for your bucks”.
Saltmine was brought in to oversee the branding of the drink range from the start of this project.
It worked closely with the Frucor team to determine the brand identity, positioning and strategy for the new brand.
“The visual identity features the bold Maximus logo, a shield device, which has, throughout time, been reminiscent of masculinity and groups of males going forth and conquering,” the agency says.
“The ‘strong man’ steel grey colour theme with a bold, masculine and sharp font again reinforces the brand identity.”
The three variants in the range also continue the macho branding, with the product names “Bring it on”, “Suck it up” and “Go Hard” reinforcing the ‘brute strength’ of the brand.
To support the launch, Saltmine also designed an extensive point-of-sale suite including modular window decals and trade presentation boxes.
The graphics include bottles breaking through steel, sparks and metal rivets.
Saltmine also produced a “sizzle reel” to help fire up the Frucor sales force to push the new brand.
“The trade response from customers has been overwhelmingly positive,” Frucor brand manager, Andrew Fenwick, says.
“They recognised that Maximus plugged a gap in the market, resulting in some fantastic planograms with a share of shelf that rivals the two leading sports drinks brands.”
