Golden Circle shakes up juice category with new spot for sparkling range via Cummins&Partners

Iconic Australian juice brand 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.

Says Sean Cummins, Cummins&Partners: “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.

Says Shalabh Atray, CMO, Kraft Heinz, Australia: “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
Agency: Cummins&Partners
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
Production: Guilty
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