Maximus asks consumers which Social Athlete they are to launch limited edition drink

Sports drink Maximus is continuing with its positioning as the drink to hydrate those on a night out in a new campaign to launch the brand’s limited edition Social Athlete drink.

Created by strategic digital communications agency Give Art Science, the campaign is centred around six music videos which aim to encapsulate six personality types of Maximus drinkers.

Maximus customers are invited to take a test on Facebook to see which of the characters they are on a night out from the Captain, to the striker, the wingman, the ruckman, the substitute and the benchwarmer. Each video describing a character type ends with the message that they all drink Maximus to remain hydrated.