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Maximus isotonic drink promotion spruiks million dollar prize

Designers of the Maximus sport drink ‘Award a Lord’ on-pack consumer promotion have spoken about the challenges working on the new Frucor campaign, which is offering a chance at $1 million in prize money.

In particular, 3D modelling was used to estimate graphic distortion in shrink wrapping the isotonic sports drink bottle, in order to ensure legal text on the pack was not obscured.

The new competition, tied in with the ‘Award a Lord’ promotion, offers prizes of $1000 each week for eight weeks, with a potential final prize of $1 million.

Each winner of the $1000 prize will go into a draw for a 1 in 100 chance at winning $1 million, with a consolation prize of $10,000.

The promotion runs through March and April.

Saltmine Design group managing partner Sara Salter said: “Once again our Saltmine team has collaborated with the wider Frucor team to bring an on-point campaign for Maximus to market.

“We’re excited to see the campaign roll out and [watch] for the promotion results in the next couple of months.”

Frucor’s Maximus brand was launched in 2013, in conjunction with Saltmine Design Group, entering a market dominated by two brands, Powerade and Gatorade, which held 98 per cent of the market share.

Frucor promotes the Maximus brand to consumer demographics on value for money, product efficacy, quirky Limited Edition offerings and provocative marketing campaigns, targeted to a predominantly male audience.

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