iNova Pharmaceuticals has awarded the Demazin creative account to Clemenger BBDO Sydney after a competitive three-way pitch.

Clemenger BBDO Sydney has been appointed, effective immediately to work on the relaunch of the iconic Cold and Flu brand that has been treating Australian families for over 50 years.

iNova has recently acquired the Demazin brand from Bayer and sees a lot of upside in bringing the brand, once a category leader, back to its former glory.

The brief to Clemenger BBDO was to find a disruptive way to refresh, modernise and make famous the once iconic Aussie winter brand

The challenge in the brief, beyond standing out in a highly competitive catgeory, was to find a way to make the D-D-Demazin brand relevant to a whole new generation of parents. Many of who only remember Demazin as a blue liquid that their parents gave to them when they themselves felt ill as children.

To unlock the pitch, streams of qualitative research were undertaken by Clemenger BBDO to get to the heart of what modern parents desire in a cold and flu brand.

“The challenge we put to the agencies through the pitch process was to make the Demazin brand relevant to modern day mums and families in a disruptive way,” said Filomena Maiese, executive director – portfolio strategy and innovation, iNova Pharmaceuticals.

“Clemenger went the extra mile to really understand the insights around our consumer to develop a campaign idea that would resonate with our audience in a fresh and relevant way. We are really excited to bring this campaign to market with Clemenger. It will definitely break category conventions in a category that has become quite conventional and formulaic in its consumer advertising approach,” said  Maiese.

Pete Bosilkovski (main photo), CEO Clemenger BBDO Sydney added: “We are thrilled to be working on the iconic Demazin brand, and I think we all have fond memories of D-D Demazin. It’s always exciting to work with client partners who share our passion and obsessive focus on consumer centricity, together with relentless empathy for the needs of the consumer. We look forward to collaborating with the amazing team at iNova to drive the Demazin brand forward and bring it back to its former glory.”