Position MAAX caffeine gum the go-to for gamers to stay locked in without having to pause.
The Ask:
Gen Z and Millennials (18–35) whose heavy digital engagement and sedentary, indoor lifestyles make them the perfect audience for a fast-acting, desk-ready focus boost.
The Target:
The Insight:
Gamers can’t go AFK for caffeine, focus needs to be instant and uninterrupted.
The Big Idea:
Sharpen your Focus.
Hunt the Gumlum.
Credit: Art Directors: Ro, & Dalya Rahman Copywriters: Ro & Dalya Rahman
With Maax caffeine gum, you won’t need to pause, just play….
In-Game Activation
MAAX partners with League of Legends to create “Hunt the Gumlum,” elevating caffeine gum into a gameplay mechanic that delivers instant focus and keeps gamers locked in. Each flavour unlocks a piece of the Rift map—collect all four to find Gumlum’s spawn and be the first to secure the buff.
E-Commerce Activation
Meeting gamers where they shop, Amazon ad placements drive discovery, promote the map mechanic, and convert interest into purchase—bringing players into the in-game experience.
Digital Advertisment’s
Extending beyond Amazon, MAAX reaches gamers on Youtube, Twitch and Socials (Instagram and Tiktok), embedding the campaign into the content they watch and the moments they play.
Choose your Fraction: Socials
A high-impact social carousel introduces each flavour as a unique biome, inviting fans to choose their faction and engage before entering the Rift.
