Kraft Heinz unveils ‘Share Sunshine’ brand platform for Golden Circle via 72andSunny
72andSunny Sydney has launched a new brand platform for Kraft Heinz’s flagship family favourite Golden Circle.
It is the first major work from 72andSunny for Golden Circle since winning the creative business in a pitch earlier this year and marks the first of a number of projects in the pipeline by the creative company, with Kraft Heinz launching a marketing push for the iconic brand this year.
The new brand platform, Share Sunshine, launches today with a push for the ‘50% less sugar’ fruit drink, and is brought to life across film, digital and social, with a revamped website going live next month. The ‘Share Sunshine’ song will also be released as a full length standalone track.
Says Sachin Rajpal, head of marketing- beverages, Kraft Heinz: “We are truly excited with the new brand platform ‘Share Sunshine’ as it will infuse fresh energy to modernise the brand.”
Says Luke Martin, head of product, 72andSunny Sydney: “It’s been a privilege to work with the Golden Circle team, to help modernise and build the future of this iconic brand.”
In the past couple of months, 72andSunny has won amaysim and Tooheys Extra Dry, launched a new brand identity for Infigen Energy and created a campaign for global insurance company Chubb’s Covid-19 pandemic relief fund.
Client: Golden Circle / Kraft Heinz
Creative: 72andSunny Sydney
Media: Spark Foundry
Director: Stefan Hunt
Music production: Otis Studios
27 Comments
That song is a banger.
OK,,that’s the internal corporate video…where is the work? Did the agency win this because of their name?
Mediocrity defined. Surely no ‘creatives’ were involved.
if this is a a pisstake or not. anyone?
KH the worst client in Australia. They reject good ideas and have heads who know little about the local market. They want all work done for free or at a loss.
No agency deserves them as a client.
Shit sandwich.
The work is so terribly un-creative that the only quote form the agency comes from the ‘head of product’?
Ha ha!
Has this agency produce anything good in this market yet?
This came from 72 and Sunny?
It’s terrible. But still way better than me.
Your reference is showing
This is great when you take into account how difficult the client is and boring the product is
The product is not boring. No product is boring.
There’s been great work for pot noodle.
There’s been great work just last week for Capri Sun which is a juice.
What’s boring is how you’ve communicated the product. Which is literally our only job.
There’s no idea. Why doesn’t any of your work have an idea in it? It’s always just a vibe.
This track slaps. Who’s the artist?
Coke is literally sugary water and the seem to knock out a few good campaigns now and again.
Could LA please put the Manly office out of its misery. It’s embarrassing now.
Is this beat a WAP rip?
stop making ads for it.
Reading these comments means we as an industry have got nowhere, have learnt nothing, and certainly haven’t been able to keep up the trial from Christmas to only post nice things about each other’s work. Let’s not diss clients or agencies. If you have a personal grudge against an agency take it up with them, not by slating work on a public forum. I don’t work for 72 or Golden Circle but people put a lot of effort into this – you may not like it but try and bite your tongue unless it’s constructive criticism. Thanks
*gotten
The client and strategist at 72 demanded influencers be involved.
Because in 2020, rather than making an entertaining film wrapped up with a line as simple as ‘Super comes in, Super comes out’, they’d rather pay an ‘influencer’ no one has heard of to talk shit about nothing and super the brand at the end.
THIS is the state of advertising today.
WE ALL need to realise that it used to be better and demand it returns.
Those in charge, do something.
It’s your ship to sail.
If you can’t take the hits, don’t box.
Be a boxer.
I don’t have an axe to grind with the agency or people there, I just think this piece of work is risibly bad and should be called out as such. It’s bland, cliche ridden, wallpaper.
The best thing to come out of 72 and Sunny Sydney is Micah starting his own agency. Everyone else can go home now.
Generic, forgettable wallpaper.