Australian males have been identified in the campaign of a local isotonic sports drink company through a series of customized labels, intended to boost its market share in the category.
Frucor Beverages, a Sydney-based drinks company, set out to challenge the category, previously dominated by American brands, Gatorade and Powerade, whereby it conducted a consumer identity campaign for its Maximus brand aimed at a predominantly male audience. Entitled ‘Award a Lord’, the campaign celebrated ‘true men’ in the form of 30 different types of ‘Lord’ on limited edition packaging.
The label design pictures an award trophy, at the base of which is featured a type of 'Lord' and the hashtag required to enter a national competition. The customized bottles included tongue-in-cheek ‘Lords’ such as Dad-Bod Lord, Buff Lord, Sweaty Lord, Bard Lord and Dating Lord.
Self-adhesive and shrink sleeve label specialist, New Zealand headquartered Adhesif Print, handled production of the multitude of labels across the 8-color flexo project. The complex process was simplified by providing one base artwork for each unit and creating a new plate change out for the ‘Lord’.