Frucor brand Maximus has rolled out a promotional campaign to drive home the mesage that sports drinks aren't just for sports. No. They are for revellers too, to stop them getting too dehydrated, i.e. sorry for themselves the next day after a big night out.
Calling it a "sports drink for the the social athlete”, the brand deployed a 'Sober Squad' to hand out bottles of the sports drink around Sydney – starting in the obvious spot, Kings Cross, and then on to George Street. The mesage was simple: "Be a Mate and Hydrate".
