Remedy takes cheeky dig at cliched soft drink advertising in new campaign via AJF GrowthOps
In the latest work from AJF GrowthOps, Remedy encourages consumers to rethink their fizzy drinks, taking a cheeky dig at cliched soft drink advertising and subverting the glamour it portrays along the way.
With the creation of a fake soft drink brand, ‘SugarFizz’, the campaign humorously highlights why Remedy is a better alternative to sugary soft drinks.
Says Sarah Condon, co-founder: Remedy “We believe Remedy can shake fizzy drinks up for good. For years, unhealthy, sugary drinks have not only dominated shelves and the fridges but also the airwaves and our streets, hijacking the concept of summer refreshment, in particular, and leaving consumers with few alternatives. We want to change that. We want to make it right.
“The team at AJF GrowthOps has developed a fun campaign that brings this belief to life, the Remedy way.”
Says Josh Stephens, chief creative officer at AJF GrowthOps: “The team at Remedy is changing the soft drink landscape for the better, and we’re really enjoying playing our part in bringing this vision to life. Challenger brands like Remedy need to be super clear on why they exist – along with creative that simply cuts through. So that’s what we’re aiming to do here and around the world.”
The campaign is launching throughout October and November and includes film, out of home, social media and digital display in Australia and New Zealand.
AJF GrowthOps is the only Australian agency to ever win the grand Effie twice, and last year also won a silver and bronze in the Australian Effie awards, and another silver and bronze in the 2019 APAC Effie awards. AJF has now won four Effies since joining forces with GrowthOps.
Creative Agency: AJF GrowthOps
Joshua Stephens (CCO)
George Freckleton (CD)
Ed Carverth (Senior Art Director)
Brent Liebenberg (Senior Copywriter)
Jill Cummins (Brand Strategy)
Xavier Hogan (Senior Account Director)
Tom Bennett (Account Manager)
Erica Frick (Agency Producer)
Client: Remedy Kombucha
Sarah Condon (Co-Founder)
Phoebe Miller (Marketing Manager)
Production: Good Oil
Matt Kamen (Director)
John Sandow (Producer)
Simon Thomas (Executive Producer)
Edward Goldner (D.O.P)
Marni Konhauser (Art Director)
Post-Production: Puffin Post
Marty Gildchrist (Editor)
Sound: Sam Hopgood, Bang Band Studios
Music: AudioNetwork
Rusty Berther (Vocals)
19 Comments
Take that big soda!
these are funny
good for 15s
Like. Such a gold mine of a strategy to be able to attack the hell out of soft drink and to be honest I hope they start going harder from here.
So (a) body shaming and, well, I don’t even understand the second one.
Yeah, but who did it? No strat cred?
Often the best strategy doesn’t involve the planning department.
Typical. Now get back to making boring work that is focused on your quarterly sales KPIs and not long term branding.
I like it
That name AJF GrowthOps, so seedy.
Well colour me impressed.
“AJF GrowthOps is the only Australian agency to ever win the grand Effie twice, and last year also won a silver and bronze in the Australian Effie awards, and another silver and bronze in the 2019 APAC Effie awards. AJF has now won four Effies since joining forces with GrowthOps.”
Now that the collective agency respondible’s applause has died down,.
What a monumental achievement!
Congrats. I guess.
That said, it troubles me that you’ve felt the need to’ blow your own trumpet’ and sign off on your pr with the above. Is there some sort of correlation between shite creative and effectiveness these days that I’m missing? Is that the remedy?
Another massive missed opportunity.
Come on AFJ grow hops, (did I spell that right?) we all know that you can do better.
Live. Love. Sugar Fizz
You writing this drunk? Few too many kombuchas.
You’re so right
AJF are a retail agency, making occa work, for mainstream Australians.
Nothing more nothing less.
Oh, but I’m sure they’re making heaps of cash.
Artistic work on the other hand.. not so much.
All the advertising in the world won’t attract me to kombucha – any brand- while it smells like piss.
Cue outrage in about 12 months when people start realising Kombucha eventually goes alcoholic of it’s own accord.
These are terrible. Lol at the agency commenters above.
Please accept our sincerest apologies. There. I’ve said it.
I have quoted numerous productions for AJF and every time found myself scratching my head at how little remuneration they are offering for full scale production. Im glad Ive never had to execute one of their terrible ideas.
This has been done so many times. Come on ajf. Its christmas time, please dont ruin it with this shite.