Panasonic launches ‘Recommended by Food’ campaign via Cocogun

Panasonic has launched a new creative campaign to introduce its PRIME+ Edition Refrigerator range to the Australian market.

The announcement:

Created by independent agency Cocogun, the fresh take on white goods marketing highlights the innovative designs and technology of the PRIME+ Edition range. These include class-leading freezer space, soft freeze functionality to keep food fresher for longer, a 15-minute Quick Cooling function to get drinks chilled fast, and nanoeX technology killing up to 99.99 per cent of bacteria for safer, cleaner food storage.

Based around the theme ‘Recommended by Food’, the campaign is anchored in the idea that if food (and drink) items could choose a fridge to be stored in, they would choose the Panasonic PRIME+ Edition. Through a wide range of media channels, various food and drink ambassadors – including Brock_Coli, Phil.Ett, Scoop.Dogg, Wag_Yu, L.Ettis and Hot-Chick – explain why they are such big fans of the fridge.

Tye_carrey talks about how he came out of the PRIME+ Edition feeling “more fabulous than ever before”. While ice cold beer Cold1 gives the fridge five stars with the comment, “I’ve never lost my cool here”.

Globally, Panasonic is renowned for innovative technology backed by more than 100 years of consumer trust. The brand is continuing this focus on innovation not only through its technology, but also by delivering a bold, cut-through creative campaign to Australian consumers.

Olga Link, marketing communications manager, Panasonic said: “The Panasonic PRIME+ Edition fridge range is packed with cutting edge, user-friendly technology. We want to make the features easy to understand and fun to get to know, so using our heroes to share their opinions was a suitably fresh and engaging way to get the message across.”

Chiquita King, co-founder & managing director at creative agency Cocogun, said: “We’ve had a lot of fun creating these food characters who all sing the praises of the Panasonic PRIME+ Edition fridge range in an insightful, irreverent way that helps drive home the key benefits.”

The ‘Recommended by Food’ campaign will run nationwide from 1 September, across BVOD, socials, search and display as well as in-store executions with key consumer electronics retailers.


Client: Panasonic Australia

Marketing Communications Manager: Olga Link

Agency: Cocogun

Creative Partner: Ant Melder

Group Business Director: Emily Hahn

Copywriter: Elena Macdonald

Art Director: Jimmy Williams

Head of Design: Chris Clausen

Production company: Eric Tom & Bruce

Producers: Samantha Haines and Andrew Arimatea

Source: Panasonic Australia


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