iNova Pharmaceuticals brings back ‘D-D-Demazin’ in new campaign via Clemenger BBDO Sydney

After years in hibernation, the iconic and nostalgic ‘D-D-Demazin’ mnemonic from the 80s and 90s is back. The new ad, developed by Clemenger BBDO Sydney, will evoke fond childhood memories of Demazin, a well-known brand that has been treating Australian families for more than fifty years.

While the new spot, directed by AIRBAG’s Chris Hill, takes us down memory lane, it is brought to life by a new and refreshing take, making it more relevant to modern families. The story of a working mum who takes a household under siege from cold and flu in her stride, is told through a D-D-Demazin spin on the classic Laura Branigan song ‘Gloria’.

Says Darren Wright, joint ECD, Clemenger BBDO Sydney: “As we head into cold and flu season, we want Demazin to be at the forefront of people’s minds when they head into pharmacies. And what better way to do that than by bringing back the brilliant mnemonic of D-D-Demazin.”

Demazin was acquired by iNova Pharmaceuticals in 2019, with the aim of revitalising the brand and restoring it to its former glory.

Says Andrew Jenkin, managing director, iNova: “iNova has a strong track record of acquiring, building and launching trusted consumer healthcare brands, so we’re really excited about refreshing and modernising Demazin and launching it to a whole new generation of parents.”

iNova is a multinational pharmaceutical and consumer health care company that markets and sells a wide range of market-leading products, with a strong focus on the cough, cold and flu category. As part of the new Demazin campaign, iNova has also revitalised the brand through new packaging and new product launches.

This campaign is Clemenger BBDO’s first work for Demazin after iNova Pharmaceuticals appointed the agency to its creative account earlier this year.

Production Company – AIRBAG
Director – Chris Hill
Producer – Megan Ayers
DOP – Kieran Fowler
Editor – Dan Lee @ Arc Edit
Vocalist – Natasha Stuart
Music Re-arrangement – Hylton Mowday @ We Love Jam
Sound Engineer – Andrew Stevenson @ We Love Jam

Agency – Clemenger BBDO Sydney
Joint Executive Creative Director – Darren Wright
Art Director – Mick Pollard
Copywriter – Zander Williment
Online Editor – Jess Morgan 
Producer – Jo Howlett & Kirstin Lees

iNova Pharmaceuticals
Executive Director – Portfolio Strategy & Innovation – Filomena Maiese
Head of Marketing – Consumer Healthcare – Steve Maidment
Senior Brand Manager, Demazin – Elise Hodgson