FRUCOR: Maximus

This case study explains how Frucor launched Maximus, a new sports drink, in Australia, where the category was dominated by two large brands.

FRUCOR: Maximus

Give Art ScienceFRUCOR Beverages

What was the strategic communications challenge?

By 2012 Frucor Beverages had grown to become the market leader in energy drinks with its green can of V. But Frucor faced a problem. 86% of sales1 came from energy drinks. With growth starting to slow and competition increasing Frucor knew it needed to expand its beverage portfolio into new categories.

A strategic assessment of the beverage category identified the $170M2 Sports Drinks category as the highest value opportunity where Frucor had the core skills and manufacturing capabilities to enter.

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