By Admin posted on May 2, 2016 in News
Working with global strategic consultancy mext, we helped Golden Circle launch ‘Sunshine Grown’ a new campaign to relaunch its ‘50% Less Sugar’ drink range with new flavours and pack sizes.
The campaign reinvigorates the brand by encouraging people to rediscover Golden Circle – a brand that holds a nostalgic place in the hearts of many Australians. (Hey, a burger ain’t a burger without beetroot.)
The idea is based on the creative insight that many mothers who are now buying juice drinks for their family grew up with Golden Circle. We used the simple metaphor of a seesaw ride to showcase the different stages of one woman’s attachment to the brand from the 70s as a young child, through the 80s and 90s growing up, to the present day when she is a mother herself.
The campaign launched nationally in November with 30-sec and 15-sec TV and online video spots, OOH, PoS and digital.
It was brilliant to work with such an iconic Australian brand and tap into those sunny cues that we all associate with Golden Circle.
Jamie Chater, Marketing Manager of Golden Circle says: “We are really happy with this campaign by Mr Mumbles and Mext that delivers a real homage to the brand by reconnecting consumers to its proud Australian heritage and launching 50% Less Sugar – our latest innovation in meeting Australian families changing needs.”
Early results post-launch are more than promising with sales of 50% Less Sugar showing high double-digit growth whilst total sales across the Golden Circle brand have also been significantly higher.