Golden Circle has launched its new campaign via Cummins and Partners to support the release of its sparkling juice range.
The ad showcases the difficulties of ‘farming’ bubbles, with a disappointing “Zero days without bubbles popped” sign.
Sean Cummins, founder and global CEO of Cummins and Partners said in a statement: “There are a lot of brands talking about sparkling and effervescence in the market at the moment but we have found a truly unique and charming way to dramatise a functional aspect whilst still paying homage to Golden Circle’s amazing history and heritage.”
Shalabh Atray, CMO of Kraft Heinz Australia, Golden Circle’s parent company, said: “We have brought innovation to the brand and the juice category with new Golden Circle Sparkling. This new campaign from Cummins and Partners elevates the brand experience by creating a uniquely Golden Circle Sparkling world that we hope families will enjoy for some time to come.”
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The campaign will start with a television run, followed by additional television edits, online, digital display, out of home and sponsorship of Dancing with the Stars.
Credits
Client: Kraft Heinz Australia
CMO: Shalabh Atray
Marketing Director – Beverages and Seasonal: Sachin Rajpal
Agency: Cummins&Partners
Creative Directors: Chris Ellis and Sarah McGregor
Art Director: Chay O’Rourke
Copy Writer: Leah Dunkley
Copy Writer: Sean Cummins
Producer: Carol Sinclair
Group Account Director: Danielle Etzin
Account Director: Sally Kingi
Head of Brand Strategy: Michael Hyde
Production: Guilty
Head of Production/EP: Jason Bryne
Director: Tony Rogers
Offline Editor: Richard Hammer
Grade: Martin Greer
Online: Jamie Scott
Sound: Nylon Studios
Engineer: Ramsay Demarco
Producer: Ceri Davies
Music: Alan Harding
Media: Spark Foundry