Golden Circle is set to launch a new sparkling juice product with a large-scale campaign via Cummins&Partners.
The campaign aims to create stand out and engagement as well as a unique positioning for Golden Circle Sparkling in a crowded category.
Sean Cummins, Cummins&Partners, commented: “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”.
Whilst Golden Circle is a household name, their new Sparkling range is shaking up the juice category with exciting product innovation.
It comprises of a new range of sparkling juice flavours, lightly carbonated that come in a variety of formats.
Kraft Heinz, Australia CMO Shalabh Atray said: “We have brought innovation to the brand and the juice category with new Golden Circle Sparkling.
“This new campaign from Cummins&Partners elevates the brand experience by creating a uniquely Golden Circle Sparkling world that we hope families will enjoy for some time to come”.
The campaign rolls out with a major TV campaign directed by Tony Rogers at Guilty, followed by additional TV edits, sponsorship of Dancing with the Stars, online versions, digital display and out of home.
Client: Kraft Heinz Australia
CMO: Shalabh Atray
Marketing Director – Beverages and Seasonal: Sachin Rajpal
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
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