Demazin reimagines Laura Branigan’s ‘Gloria’ in first work from Clemenger BBDO Sydney

Demazin has released its own version of the Laura Branigan song ‘Gloria’ to promote its cold and flu relief medication for the winter months.

The ad is the first work from Clemenger BBDO Sydney since it won Demazin’s creative account in January.

Clemenger was briefed with modernising Demazin’s marketing and making it relevant to a new generation of parents. The new campaign aims to draw on some nostalgia for the 1980s and 90s. Through the use of the song, the brand has maintained its iconic ‘D-D-Demazin’ mnemonic from its advertising in that period.

Clemenger BBDO Sydney joint ECD, Darren Wright, said: “As we head into cold and flu season, we want Demazin to be at the forefront of people’s minds when they head into pharmacies. And what better way to do that than by bringing back the brilliant mnemonic of D-D-Demazin.”

Demazin was acquired by INova Pharmaceuticals in 2019, which began the mission to refresh the brand.

“INova has a strong track record of acquiring, building and launching trusted consumer healthcare brands, so we’re really excited about refreshing and modernising Demazin and launching it to a whole new generation of parents,” INova’s ANZ managing director, Andrew Jenkin.

The ad was directed by Airbag’s Chris Hill.

New packaging for Demazin products has also been released.


Production Company – Airbag
Director – Chris Hill
Producer – Megan Ayers
DOP – Kieran Fowler
Editor – Dan Lee @ Arc Edit
Vocalist – Natasha Stuart
Music Re-arrangement – Hylton Mowday @ We Love Jam
Sound Engineer – Andrew Stevenson @ We Love Jam

Agency – Clemenger BBDO Sydney
Joint Executive Creative Director – Darren Wright
Art Director – Mick Pollard
Copywriter – Zander Williment
Online Editor – Jess Morgan
Producer – Jo Howlett & Kirstin Lees

iNova Pharmaceuticals
Executive Director – Portfolio Strategy & Innovation – Filomena Maiese
Head of Marketing – Consumer Healthcare – Steve Maidment
Senior Brand Manager, Demazin – Elise Hodgson


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