Tag: Brand platform

London, United Kingdom – Popular soft drink brand 7UP has revealed its latest campaign ‘Level Up With 7UP’, a new global platform dedicated to those who are looking to elevate their social occasions. Drawing on popular insights and online trends, the soft drink brand recognises that both Gen Z and Millennials are more open when it comes to experimenting with food and drink options like never before. 

7UP is celebrating this creative expression, reiterating its role within social occasions by cementing itself as the go-to drink for crafting refreshing mixes to round out any gathering – becoming the perfect partner for the next wave of social enjoyment.

To celebrate, 7UP has released a short film that features friends turning up the fun by mixing 7UP in their own creative ways, showcasing their excitement and curiosity about their new concoctions. It captures how the playful experimentation with 7UP effortlessly elevates the good vibes.

For the brand, whether it’s getting together for a fun beach day, birthday celebrations or heading to a house party with friends, the soft drink brand provides the perfect base to every serve, bringing delicious flavour, fizz, and an extra splash of zest to your drinking experience. 

The new campaign also forms part of the wider #LEVELUPWITH7UP platform that has been rolled out across various regions worldwide – solidifying 7UP as a versatile plus-one to any gathering.

Moreover, 7UP will also launch a new influencer content series aimed at making it easier than ever to create and enjoy delicious mixed drinks. This vibrant campaign is specifically designed to guide Gen Zs and Millennials through the steps of how to level up with 7UP. Creators will incorporate 7UP into much-loved beverages, demonstrating how simple it can be to enhance the taste whilst putting a unique spin on your drink of choice.

Eric Melis, vice global of brand marketing at 7UP, said, “We’re excited to launch our new 7UP mixology campaign, designed to show how adding 7UP to your social occasions can elevate unforgettable moments. With countless ways to enjoy 7UP, this campaign highlights all the different mixes consumers can create. Whether you’re sipping on a mocktail spritz, using it as your chosen mixer or enjoying it straight from the can, 7UP provides the perfect blend of flavour and fizz, creating a refreshing experience that’s ideal for any moment spent with friends.”

United States – Gatorade, the iconic sports drink from PepsiCo, is expanding its ‘Fuel Tomorrow’ sport platform globally in a bid to address equity in sport. What started as a US-based initiative will roll out globally in a series of initiatives within this year.

For Gatorade, they are committed to help 2,500,000 teens across the world access the life-changing power of sport by 2030. Moreover, it promises to continue its mission to increase participation and to inspire future generations to get active.

Kicking off in May, the brand’s renowned grassroots football tournament for teens aged 14-16, 5v5, will take place in Bilbao with an all-female tournament and in London with both male and female tournaments. Designed to promote and showcase equal opportunities for young talent, the tournament – now in its seventh year – has been delivering positive formative sporting experiences to thousands of young amateur athletes from all over the world, providing over 151,000 young adults from diverse backgrounds the opportunity to excel to date.

May will also see an extension of the brand’s ‘Confidence Coach’ initiative following the successful launch with Rachel Yankey and Andriy Shevchenko in 2023. Fuelled by the finding that a lack of confidence within teens has a huge impact on the drop-out rate of sport, this innovative programme aims to inspire future generations by partnering with some of the world’s most iconic football players as Confidence Coaches to share their experience first-hand and motivate aspiring players.

The final programme coming later this year will be the ‘Fuel Tomorrow Fund’. Created to encourage community integration to cover the cost of equipment and spaces to play sport in low-income areas in key markets.

Bart LaCount, vice president of marketing at Gatorade, said, “Gatorade’s Fuel Tomorrow platform embodies our core mission – that is to ignite the potential that is inside each one of us, that can be unleashed through sport and being active. Unfortunately, not everyone has equal access to those opportunities – but at Gatorade, we believe everyone should be able to access sports and we firmly believe that barriers to participation should not exist. Gatorade looks forward to a future in which everyone, everywhere, can unlock the life-changing power of sport.”

Singapore – Australian low-cost airline JetStar has announced a new brand platform, urging travellers to ‘Make It Count’ in 2024. Notably, this marks the next chapter of an ongoing partnership for Jetstar and The Secret Little Agency (TSLA) crafting the airline’s brand platform, with the last brand proposition, ‘Because You Can,’ created over seven years ago.

The ‘Make It Count’ campaign hopes to encourage people to overcome planning procrastination and put intention behind travel, emphasizing the importance of purposeful journeys. Reflecting strategic shifts in the travel landscape, the campaign also rallies travellers to emphasize the quality of their experiences and the importance of understanding why they travel rather than just where they’re going.

The creation of the new brand platform is accompanied with a new brand toolkit, complete with a library of assets for use across digital, social, and various destinations and occasions. 

This includes a film that takes the audience on a visceral adventure, where viewers will journey through a visual scrapbook, capturing the essence of meaningful travel experiences that linger long after the journey ends. The film, shot in hot travel destinations across Asia featuring Jetstar’s crew, aims to resonate with modern travellers living out their journeys with intention and purpose.

Belinda Allen, regional manager of group marketing and direct sales for Asia at Qantas and Jetstar Airways, said, “Jetstar has always been about more than just reaching a destination; it’s about the journey and the many stories we create along the way. ‘Make It Count’ is not just a campaign; it’s a commitment to meaningful travel experiences, encouraging our passengers to embrace the why behind their journeys, and ensuring every trip is a chapter worth remembering.”

She added, “We are committed to giving everyone the opportunity to enjoy these meaningful travel experiences affordably and to rediscover our destinations over and over again. We’re excited to continue the partnership with The Secret Little Agency to bring this to life – as the creative agency that created our brand platform 7 years ago, we knew there was no better partner to help us in this new wave of travel.”

Meanwhile, Mavis Neo and Nicholas Ye, co-chief creative officers at The Secret Little Agency, commented, “Our goal was to craft a platform that transcends the ordinary, resonates with the modern traveller’s mindset, and showcases Jetstar’s commitment to a new era of purposeful travel. ‘Make It Count’ is not just a tagline; it’s a creative journey that takes the audience beyond the destination, making every moment a canvas for memorable experiences.”

The brand platform launches in celebration of Jetstar’s 19th birthday sale happening 12 December 2023, and is expected to run well into 2024 across digital programmatic, social, and OOH including iconic billboards across Asia Pacific.

Australia – The soft drink brand Schweppes by Asahi Beverages is introducing a new generation of Schweppervescence with the launch of a new brand platform, with the collaboration of Clemenger BBDO. 

The positioning of ‘A Sip for your Senses’ and the first campaign are inspired by the various bubbles that awaken the senses before the first sip when you open a bottle of Schweppes. 

The above-the-line campaign will also introduce Australia to Schweppes’ new brand visual identity, which will be implemented across all product lines in November 2023.

The campaign presenting the new brand platform began on November 11th and is set to run until 2024 across TV, VOD, OOH, Spotify, and in-store.

Speaking about the campaign, Lauren Fildes, general manager of marketing, Asahi Lifestyle Beverages, said, “Schweppes is all about awakening the senses. And we want that feeling to come to life in everything we do – even our communications. So, we set out to create a campaign that’s as much of a sensory experience as our product. Each touch point within this campaign, from the film to the audio ads to the street posters, is designed to make you imagine a place where your senses are instantly ignited.

She added, “We want people to feel the iconic Schweppervescence feeling the moment they see or hear the work.” 

Meanwhile, Clemenger BBDO Group creative director Ant Phillips, said, “Jacob Schweppe was a pioneer in carbonation, bringing fizzy magic to the everyday experience of drinking water. In launching the ‘A Sip for your Senses’ platform, we wanted to celebrate this magic by showing that each and every bubble within a bottle of Schweppes contains its own sensory world of wonder.” 

Singapore – Popular scotch whisky brand Johnnie Walker has recently launched the ‘Walk Beyond’ brand platform, which aims at spotlighting the progressive blend of creative cultures born from the streets of Southeast Asia.

Conceptualised alongside Virtue APAC, ‘Walk Beyond’ places Johnnie Walker’s legendary brand philosophy of ‘Keep Walking’ inside culture, giving it fresh meaning, cultural credibility and relevance to a new generation of changemakers in Asia.

The platform will include a content series featuring unexpected collaborations between established cultural icons and up-and-coming trailblazers across Singapore, the Philippines and Vietnam. This brings together different communities to create new genres and champion new narratives to enrich street culture across Southeast Asia.

To launch this brand platform, Johnnie Walker and Virtue partnered with three local ‘Walkers’, each of them a cultural icon in their own right – Yung Raja, a Singaporean breakthrough dubbed Southeast Asia’s next avant-garde bilingual hip-hop artist; James Reid, an actor turned musician, artist, manager and entrepreneur innovating and changing the game of Original Pilipino Music (OPM); and 16Typh, a Vietnamese rapper and songwriter who has put Vietnamese rap on the global map. 

Lyndon Govender, marketing director for Diageo Southeast Asia said, “The Johnnie Walker philosophy, ‘Keep Walking’ stands for positivity, progress and resilience. The ‘Walk Beyond’ collabs are a tangible demonstration of that sentiment; a simple, yet powerful idea that brings together different changemakers to champion collective progress, uniting these authentic voices to empower a new generation.”

Meanwhile, Chris Gurney, group creative director at Virtue APAC, commented “‘Walk Beyond’ empowers and celebrates the voices of an emerging generation of multi-hyphenate artists who are transforming the region’s streets into a dynamic and diverse cultural melting pot. The collaboration between established icons and up-and-coming trailblazers creates a new narrative for self-expression, authenticity and progress that we believe will inspire and shape the future of street culture in Southeast Asia.”

‘Walk Beyond’ will be featured on VICE Media, which managed talent, the collaborative output and production for the campaign. In addition to the digital amplification, on the ground activations in Singapore, Philippines and Vietnam will bring the ‘Walk Beyond’ content series to life for consumers to experience the Johnnie Walker’s ‘Keep Walking’ spirit, with updates to come. 

Australia – Health insurer HCF, in collaboration with creative agency Clemenger BBDO, has launched a new brand platform titled ‘We Put Our Money Where Our Members Are’, to prove that it offers unique benefits as Australia’s largest not-for-profit health fund. 

HCF’s new brand platform comes with a 90-second clip showing HCF employees getting things from their desks so they can have a giveaway to attract new customers. These not-so-fancy ‘gifts’ will be offered to new customers in branches across Australia if they will sign up online.

https://www.youtube.com/watch?v=Ro7YboB71Zs&feature=youtu.be

The campaign also aims to prove that HCF is not their typical health fund since it provides great value health cover and support to members over profits to shareholders.

Tatiana Papavero, head of advertising and operations at HCF, said that the new platform is a true reflection of the unique value that HCF offers to its customers, and the campaign allows them to connect with people in humorous way.

Tristan Graham, executive creative director at Clemenger BBDO, added, “The idea for this campaign was born during a casual call we were having with a few of our clients. It’s proof that collaboration really is key to creating brave, category-challenging work.” 

Other works from the campaign will run across TV, radio, OLV, OOH, social, digital, and native placements. 

Melbourne, Australia – Creative agency Town Square crafts a new brand platform and integrated campaign for one of Australia’s leading travel and experience companies Journey Beyond to bring awareness about iconic rail journeys in Australia whilst inspiring tourists to visit the country.

Titled ‘Australia by Train’, this brand platform features iconic onboarding experiences of travellers who are riding the trains of The Ghan, Indian Pacific and Great Southern – which are included in the company’s portfolio of tour, cruise and destination brands – whilst showcasing tourist spots and activities that can be experienced in Australia.

The brand platform also encourages travellers to book reservations for the three train services to experience the memorable train journeys.

Brendan Day, creative director at Town Square, said that the brand platform shows a relevant and distinctive narrative that makes it different from other tourism products.

“This was about capturing the romance of a bygone era and the nostalgia that comes from it, but like the trains, always pushing forward in a progressive, considered and stylised way,” Day added.

Meanwhile, Justine Lally, general manager of marketing at Journey Beyond, said that she’s proud of the launching of Australia by Train integrated campaign.

“The trains are Australian icons and being able to evolve the brand to engage even more Australians and overseas visitors is incredibly exciting. I can’t wait to share more of what these trains have in store,” she added.

Other works from the brand platform will run nationally across television, print, OOH, online and social.

Australia – Australia-based frozen food brand Birds Eye has launched a new brand platform titled ‘An Eye For Good’ to showcase the sustainable work they do in order to bring high-quality food products to its consumers.

In collaboration with Wunderman Thompson, the brand platform comes with a 30-second video that shows ways of gathering natural resources, including pair of hands moving to cultivate the land, representing the activities done on a farm.

The video also shows ploughing rows of soil with a fork and using a seed silo like a pepper shaker – situations that are paralleled to how consumers prepare their meals at home, consuming the products that came from nature.

Katie Saunders, general manager marketing at Simplot, an agribusiness company behind Birds Eye, says that the brand platform is an opportunity to communicate about the actions it undertakes to build a more sustainable future.

Melanie Wiese, chief strategy officer at Wunderman Thompson, said that they loved helping Birds Eye due to its important contribution to Australia’s farms and consumers as well.

Lastly, João Braga, chief creative officer at Wunderman Thompson, added, “We wanted to show Aussies that Birds Eye put the same care into growing our food as they do into cooking theirs – and then bring it to life with an execution that felt as wholesome as a Birds Eye home-cooked dinner.”

Other works from the campaign will be seen on various platforms such as OOH, print, social, and television.

Australia – With the rise of the intricate multi-step skincare, such as that of the Korean method that includes the laborious 10-step routine; consumers, most especially women, are highly investing their time and money to keep up with such ‘maintenance’. This overwhelming feeling given by the skincare world is what New Zealand-based skincare brand Okana wants to be an ‘antidote’ to, hence, a new brand platform to showcase such promise with the help of creative agency Clemenger BBDO.

The brand platform, developed by the creative agency, strikes a chord with its main communication of ‘stupid simple’ which aims to highlight the mundaneness – at the same time – the beauty of simplicity. 

To be launched in Australia, the fresh brand identity was associated with 15-second youtube videos featuring the musician-actress Ayesha Madon, Okana’s brand ambassador, whilst showcasing some of Okana’s skincare products.

https://youtu.be/YI7x3KDaBGo

Vibs Amin, founder of Okana, said that its new brand identity goes against the wrong, complicated, serious and overwhelming ideas in the beauty industry.

She added, “Our simplicity is our biggest asset – we are transparent about our ingredients, and consumers can look at our ingredients list and feel empowered and confident about skincare.” 

Clemenger BBDO led the new brand platform’s overall creative and production, as well as its website and packaging redesign. 

Its group creative director Daniel Pizzato commented that the skincare industry is so broad due to the wide range of products and ingredients, associated with both information and misinformation.

“Okana’s products prove that a stupid level of simplicity, achieved in smart ways, can secure better outcomes. Stress and skin don’t play well together, so Stupid Simple is all about clarity and fun,” he concluded.

Sydney, Australia – The Australian Financial Review (AFR), the market’s business-centric media, has launched a new brand platform called ‘Make it your Business’, conceptualised with the help of BMF.

‘Make it Your Business,’ will be released in stages over the next few months, and is a mix of tactical live data OOH, press, digital, social, and podcast assets. 

BMF’s Creative Director, David Roberts, speaks about the brand platform, “‘Make it your Business’ is a call out to anyone, in any field, hustling for success. You never know what AFR article could kickstart your next career move, investment opportunity or entrepreneurial adventure.”

Nine’s Head of Brand and Acquisition, Vera Straubinger, also said, “When you need information you can trust on investing, business moves, and careers, you turn to the most trusted and credible source. The AFR is the source that gives you a deep, nuanced understanding that stretches beyond your own horizons. And goes beyond the headlines.”

This is BMF’s first work for AFR since winning the account earlier this year.