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Sweat-worthy moments feature in Maximus’ new campaign

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Maximus aims to target Australians outside of the sporting arena with its new campaign, ‘Sweat Happens’, marking a shift in their brand positioning.

The campaign highlights sweat-worthy moments including accidentally sending private text messages to your boss or watching a sex scene with your parents.

Maximus has a history of pushing the envelope with their advertising. In 2016, the brand caused controversy when it released an outdoor poster featuring the line: “I Survived Australia Day”.

Frucor Suntory’s director of energy and hydration, Scott Cameron, said: “Whilst the other guys are........

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