Hairy Lemon replaces the 'hair of the dog'

Hairy Lemon replaces the 'hair of the dog'

Ascent Pharmaceuticals has launched a new campaign for energy-boosting recovery product, Hairy Lemon.

Created by The Reactor, the campaign involved speaking to the summer music festival crowd via Channel V, rock posters and vevo.com and directly linked the names of the summer’s most popular festivals with the benefits of recovering with a Hairy Lemon.

Hairy Lemon is an effervescent tablet containing B and C vitamins, Guarana and Ginseng – a product "targeted at people who can’t let a day or night of having fun hold them back the next day,” said a release from The Reactor.

The campaign includes TV, print, outdoor, online, point of sale and a joint promotion with Channel V and aims to help young festival goers get the most out of their summer by helping them recover after a “Big Day Out”.

Creative director, Nick Brown said: “The whole idea is to be where the target audience is getting their information about the summer festivals. Hopefully, we’re helping these guys get back on their feet the next day. It’s practically a public service announcement when you think about it.”




Please login with linkedin to comment

Latest News

Cosmo Returns To Australia!
  • Media

Cosmo Returns To Australia!

Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]