‘Sunshine in a glass’: Golden Circle releases first work from 72 and Sunny
Ahead of the warmer months, Golden Circle is pushing its new 50% less sugar product range by comparing it to ‘sunshine in a glass’ with brand platform ‘Share Sunshine’.
It is the first work from 72 and Sunny Sydney after it won the creative account for Golden Circle in May.
In addition to the TVC, Golden Circle has brought former Giggle and Hoot actor and Dancing With The Stars contestant, Jimmy Rees, onboard to create an explainer video on common phrases parents use on their kids and what they actually mean.
Rees said: “As parents, we know our kids are the sunshine in our lives. They are innocent, fun, cheeky and sweet. Sometimes, kids might say one thing and think or do another, so there are times when they can be, let’s admit it, less sweet.
“Like bedtime, when the battle to get the kids in bed is much longer than expected, the time it takes to get them changed or getting the kids to eat (and drink) their breakfast. We’re starting a conversation about these times, when kids are less sweet, but still your sunshine.”
Sachin Rajpal, head of marketing – beverages at Kraft Heinz, reiterated the new beverage’s positioning: “We understand that Aussie families are looking for an alternative in their drinks. With the 50% Less Sugar range we are bringing sunshine and joy so families can enjoy the taste of sunshine in a glass, with half the sugar.
“We are truly excited with the new brand platform ‘Share Sunshine’ as it will infuse fresh energy to modernise the brand Golden Circle.”
The campaign will appear across TV, digital, social and radio. A new website is expected to launch next month. The ‘Share Sunshine’ song from the TVC will also be released as a standalone track.
Luke Martin, 72 and Sunny’s head of product, said: “It’s been a privilege to work with the Golden Circle team, to help modernise and build the future of this iconic brand.”
Credits
Client: Golden Circle / Kraft Heinz
Creative: 72 and Sunny Sydney
Director: Stefan Hunt
Music production: Otis Studios
Media: Spark Foundry
PR Agency: Society
