THE ASK: Position MAAX caffeine gum the go-to for gamers to stay locked in without leaving the game.

INSIGHT: Gamers don’t have time to pause, focus needs to be instant and uninterrupted.

BIG IDEA: Sharpen your focus with Maax Caffeine Gum.

CREDIT: AD: Ro & Dalya Rahman | CW: Ro & Dalya Rahman

OOH

Blending a hyper-pop a gamer aesthetic with League of Legends easter eggs, these striking OOH ads highlight how Maax caffeine gum fuels your grind with instant energy and sharpened focus—guaranteeing zero desk spills and zero bathroom breaks.

League of Legends In-Game Activation

Each MAAX gum purchased unlocks a piece of the map. Collect all four to reveal Gumlum’s spawn, turning the product into in-game intel, delivering instant, in-play focus, helping gamers stay locked and securing the buff.

LoL 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.

LoL Digital Ads

Extending beyond Amazon, MAAX reaches gamers on Twitch and YouTube, embedding the campaign into the content they watch and the moments they play.

LoL - Social Media

A high-impact social carousel introduces each flavour as a unique biome, inviting fans to choose their faction and engage before entering the Rift.

Paid social brings the hunt to players’ feeds—driving awareness and converting interest into purchase through targeted retargeting and promo codes.