Maximus sports drink

摘要

Frucor has added a further isotonic sports drink range - Maximus - to its wide-ranging portfolio. Maximus has launched with three flavours: Bring it On, Suck it Up and Go Hard. The macho names were chosen to reinforce the brand's 'brute strength'. This positioning is furthered by Frucor's decision to package Maximus solely in I litre bottles. Marketing messages refer to the giant size 'dwarfing competitors on the shelves'. Pricing is targeted to match competitors offering 600ml bottles.