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
Rusty Berther (Vocals)