Remedy Drinks challenges the ‘glamour’ of sugary drinks in a bid to end their ‘domination of summer’
Kombucha challenger brand, Remedy, is forcing consumers to rethink their summer drink choice, taking aim at the ‘glamour’ of fizzy beverages and highlighting the real side of a life enjoying ‘Sugar Fizz’.
In a bid to challenge the narrative of sugary soft drinks as a classic summer choice, the first campaign sees a muscular shirtless man slam a can of ‘Sugar Fizz’, only for the camera to pan back and reveal a larger man guzzling the beverage.
The campaign, created by AJF GrowthOps, is aimed at cutting through the noise and ‘domination’ of sugary beverages in the market and pose Remedy as the healthier, more virtuous, alternative.
A second ad in the campaign shows a woman at a rest stop to down a can of ‘Sugar Fizz’, only to collapse in a ‘Sugar Crash’.
Sarah Condon, Remedy co-founder explained that the brand is trying to challenge soft drinks’ place as the typical summer refreshment.
“We believe Remedy can shake fizzy drinks up for good,” Condon said.
“For years, unhealthy, sugary drinks have not only dominated shelves and the fridges but also the airwaves and our streets, hijacking the concept of summer refreshment, in particular, and leaving consumers with few alternatives. We want to change that. We want to make it right.
“The team at AJF GrowthOps has developed a fun campaign that brings this belief to life, the Remedy way.”
The OOH execution for Remedy Kombucha
Chief creative officer at AJF GrowthOps, Josh Stephens, added, “The team at Remedy is changing the soft drink landscape for the better, and we’re really enjoying playing our part in bringing this vision to life. Challenger brands like Remedy need to be super clear on why they exist – along with creative that simply cuts through. So that’s what we’re aiming to do here and around the world.”
The campaign will run across Australia and New Zealand on film, out of home, social media and digital display.
Credits
Creative Agency: AJF GrowthOps
Joshua Stephens (CCO)
George Freckleton (CD)
Ed Carverth (Senior Art Director)
Brent Liebenberg (Senior Copywriter)
Xavier Hogan (Senior Account Director)
Tom Bennett (Account Manager)
Erica Frick (Agency Producer)
Client: Remedy Kombucha
Sarah Condon (Co-Founder)
Phoebe Miller (Marketing Manager)
Production: Good Oil Films
Matt Kamen (Director)
John Sandow (Producer)
Simon Thomas (Executive Producer)
Edward Goldner (D.O.P)
Marni Konhauser (Art Director)
Post-Production: Puffin Post
Marty Gildchrist (Editor)
Sound:
Sam Hopgood, Bang Band Studios
Music:
AudioNetwork
Rusty Berther (Vocals)
There’s a line between making a point about the sugar content of soft drink, and plain old fat-shaming. When you’re showing a washboard stomach morph into a beer belly, you’re on the wrong side of that line.
This is just one-dimensional and transparent.
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What’s more, if the creative executions were reversed I’m pretty sure there’d be a very loud outcry about the inappropriateness of telling women what is the “right” body image. For some reason that standard isn’t being applied for men. Why is that okay?
Personally, I’m not offended either way, but we shouldn’t have a situation where something is unsuitable for one, but fine for the other.
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From what I recall of traditional Kombucha, isn’t it fermented and slightly alcoholic? Sugar vs. alcohol – quite the dilemma.
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Interesting to note that a male character is fat-shamed and not the female. A double standard at play here as it would cause an uproar if an overweight female was portrayed in a negative way.
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While I agree about the double standards, we know that some of the best advertising is based in a simple truth. Too much sugar makes you fat – simple.
It’s a 15″ spot so there’s not time to go into the biochemistry of weight-gain. It hits my pain-point (not wanting to become obese) so I’ll keep buying it.
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