Singapore – Sprite, a beverage under the Coca-Cola beverage company, has rolled out a new brand platform for the ASEAN and South Pacific regions for its newest brand lineup ‘Sprite LEMON+’. The brand platform first opens in Australia and Thailand, and is part of a much larger global campaign.

Known for its cut-through refreshment, the SPRITE new global brand platform ‘Heat Happens’ takes a humorous but insightful approach to highlighting the importance of staying cool when faced with unavoidable ‘heated’ moments, by taking a step back and drinking a refreshing ice-cold Sprite.

The launch of Sprite LEMON+ under the ‘Heat Happens’ platform this year, brings to life a new age marketing experience for consumers with engagement and trial at its heart, through sampling, social, digital, films, and OOH that will be placed strategically in contexts where people could be experiencing mental heat. 

In addition, Sprite is partnering with local content creators and influential personalities to create humorous, zesty ‘pep talks’ and encourage people to try their first sip of the newest zesty product.

Pamela Wyatt, sparkling flavours category director at CocaCola ASEAN & South Pacific, said, “We’re looking forward to rolling-out ‘Heat Happens’ here in ASEAN and South Pacific region. The witty approach of the ‘Heat Happens’ global platform on many ‘heated’ challenges that people experience every day is a lighthearted reminder to keep our cool whatever the circumstance is, whether that be mental heat in the shape of unwanted interruptions or the physical heat of a sweaty commute.”

Meanwhile, Josh Gonski, Sprite marketing manager at Coca-Cola ASEAN & South Pacific, commented, “Sprite is a brand that refreshes people physically and mentally. With the introduction of Sprite LEMON+, our latest innovation, we are taking refreshment to the next level. Sprite LEMON+ aims to aid people to ‘think zesty’ by awakening.”

Melbourne, Australia – To celebrate Icon Agency’s 20th anniversary, the Australia-based integrated communications agency has launched its new brand platform, ‘For people, with purpose’. The philosophy encompasses the agency’s commitment to creating a positive impact on people’s lives in a socially and environmentally responsible way.

Joanne Painter, Icon Agency’s co-founder and managing director, shared that the phrase encapsulates a belief system underpinning Icon’s operations.

“We’ve always had a great focus on our people; we started as a small family business and now we’re a business that treats all our people like family. By focusing on what we truly wanted to achieve for the business, our clients, and the remarkable people that make us, we’ve crystallised our core beliefs into four words: for people, with purpose,” said Painter.

The new brand platform was developed through a comprehensive review of the agency’s purpose and goals. To undertake the research, Icon drew on the expertise of its own team, having previously designed brands for organisations like KMD Brands and JANA.

Painter noted, “We’re really proud of the agency Icon has become: values-driven, purpose-led and focused on projects and clients that make the world a better place. But none of that would be possible without the hundreds of people who’ve built Icon together with us over the years.”

Icon Agency’s 20th birthday caps a remarkable two years with the agency more than doubling its revenue and size. It also has opened a new creative production hub in Melbourne, The Content Garden.

Chris Dodds, founder and managing director of digital at Icon Agency, said that since Icon’s inception, they’ve been driven by intense curiosity and continual learning, which has kept them relevant and open to continual change.

“We’re always looking for new technology that will improve the way we operate. AI tools, automation, and the Metaverse are rapidly evolving and it’s our responsibility to understand how we can harness these innovations to provide the best possible service for our clients. Ultimately, we want to give our people a platform to do their very best work,” said Dodds.

Sydney, Australia – Australian digital bank, ubank, has unveiled a new brand platform ‘That’s How You Money’, highlighting the brand’s redefined brand proposition and its promise to help the next generation of Australians be more successful with money.

The new brand platform, which was created in collaboration with creative technology company whiteGREY, follows the product campaign launch that went to the market in early June across programmatic and selected ATL channels.

In collaboration with ubank’s media agency, Bohemia, whiteGREY’s remit covered the creative strategy and communications plan, including an evolution of the new brand identity, new platform development, brand launch campaign across TV, cinema, OOH, audio, digital, and social executions, and product campaign, which includes performance – audio, social, and digital display. Moreover, the campaign uses a series of individual stories and experiences to demonstrate what it feels like to get the upper hand with money, underpinned by product proof points for saving, spending, and home loans.

Chad Mackenzie, whiteGREY’s CCO, noted that no one wants to talk about banking but they do want to talk about money, what you could be doing with it, and importantly, how good it feels when things start to happen.

“ubank, quite simply, gives you the upper hand with money. It’s smarter, faster and delivers a better money experience. That’s what our creative platform is about. Doing money. Encouraging a shift in how Aussies think and act with money,” said Mackenzie.

Meanwhile, Brooke Thompson, whiteGREY’s strategy director, shared that the work speaks to an audience who is realising that money is not for leaving in an account somewhere and hoping for the best. 

“They’re listening to the podcasts. They’re exploring different ways to invest. They’re following FinToks. They want to engage with money, break some old behaviours and learn some new stuff,” said Thompson.

Sebastian Paulin, ubank’s head of growth, said, “From the beginning, we focused on leveraging customer insights to give whiteGREY a solid foundation to build out our new brand platform. We’re really excited about how well the work is already connecting with our audience.”

The two-phase campaign kicked off last June 2022 with the initial programmatic going live alongside selected ATL channels, prior to the major brand launch last 17 July which carries the new brand messaging, look, feel, and sound across the biggest ATL investment from ubank in over three years. It will run until October, with a second phase planned in early 2023.

Sydney, Australia – nib, a local-based health insurer, has launched its newest brand platform ‘Health First’ as part of the company’s new brand positioning, conceptualised alongside creative agency BWM Isobar that they recently appointed as their creative agency of record.

The new platform is a creative manifestation of the brand’s refreshed positioning – focused on member empowerment and health prevention. 

According to the company, this brand repositioning paves the way for the myriad of ways the company is innovating to play a much more active and important role in people’s lives – including the use of big data to identify members who would best benefit from support programs and preventative actions for improved health outcomes. 

“In living up to the brand promise of ‘Health First’, nib is committed to not only helping Australians in times of illness, but partnering with them to stay fit and healthy before anything goes wrong,” the company said in a press statement.

Meanwhile, Chris Donald, head of marketing at nib added, “We were impressed by the passion, insight and breadth of creative directions the BWM Isobar team immediately identified when we shared our refreshed brand positioning. They were natural partners to develop a communication platform which connects more Australians with their health, and how nib can support them on their personal health journeys. ‘Health First’ perfectly captures how positive health can lead to a more vibrant, happier life.”

As part of the new brand positioning, the campaign ‘Harder Than You Think’, is launched across TV, OOH, digital and social – follows a series of everyday Australians as they live the brand’s new ethos. Live footage is enhanced by illustrative animation – serving as an emotional metaphor for how nib can help members stay on top of their health.

Marcus Tesoriero, executive creative director at BWM Isobar, said, “We’re super excited for BWM Isobar to join the nib family in this new journey for the brand. Health First is more than a marketing line, it’s a promise to prioritise healthier lives for members over anything else. We’re pumped to launch this reinvigorated brand platform and can’t wait to help nib develop a continuing line of products and initiatives to facilitate their all-new Health First mantra.”

Sydney, Australia – Local vitamin and supplement brand Swisse has launched its latest brand platform called ‘Reach for Your Reason’, which aims to encourage Australians to discover their motivation for creating and maintaining a holistic wellness routine. 

As part of the brand platform launch, a 30-second TVC has been launched, which is anchored on the insight that nothing drives someone like their deep-seated motivation; that is what keeps them going through all of life’s challenges. 

The brand platform goes further to communicate the message that while premium formulas and products can help people perform, people need purpose first and foremost, before they pick up a product. Whether one is physically or emotionally exhausted, digging deep within one’s self and finding the reason gives one the power to push forward.

https://youtu.be/JSWQkengfYg

For Kerrie Wade, marketing director for ANZ at Health & Happiness Group, the campaign is just the first moment in a series to encourage Australians to approach their health and happiness with a greater sense of personal meaning and instill a sense of possibility about what they can achieve.

“Swisse provides a foundation for achieving sustained health and happiness but to live a full life Australians must first understand what they’re living for. Once they’ve found that reason, together the possibilities are endless,” Wade stated.

The campaign was made in collaboration with Clemenger BBDO Melbourne, who was appointed as Swisse’s creative agency of record in July 2021.

Rich Williams, executive creative director at Clemenger BBDO Melbourne, commented, “We’re asking you to do one thing before you take Swisse, ask yourself why. Because Swisse is only part of the solution, it takes motivation and understanding to truly be successful on your health journey.”

The new brand platform launched this week with an integrated multivitamins campaign through TV, OOH, path to purchase, online and digital extensions, and is the first in a series of content that will highlight the brand’s extensive portfolio.

Australia – Australian energy company Alinta Energy has unveiled its new brand position ‘That’s better™’ which it said aims to reflect the company’s focus on making tangible improvements for its customers, the environment and community across affordability, local service, renewable energy, and community support.

The new positioning was developed in partnership with integrated communications agency, Bastion Creative.

Amanda Hagan, Alinta Energy’s executive director for retail markets, said that the company wanted to ensure that ‘doing better’ for customers was fundamental to the brand purpose.

“I think this is a great position because we believe everything we do should be aimed at making things better for our customers, our staff, the environment and Australia. ‘That’s better™’ is an attitude that our whole organization can embrace to benefit our customers,” said Hagan.

The new communications direction was also launched together with an integrated campaign featuring Australian cricket legends.

The TVC features Australian cricket stars Pat Cummins, Nathan Lyon, Marnus Labuschagne, and Aaron Finch brainstorming with Alinta Energy staff on ways to do ‘better’ for customers, highlighting its commitment to locally-based customer call centers and providing affordable energy products.

Bastion ECD Georgia Arnott said, “‘That’s better™’ encapsulates Alinta Energy’s quest to keep shaking up the category as both the incumbent gas retailer on Australia’s west coast, and a challenger electricity and gas brand in the east.”

“Seeing Pat Cummins answer his phone with his nose while contorted in a yoga pose epitomizes the Alinta Energy ethos of going the extra mile for customers,” adds Arnott.

The launch leverages Alinta Energy’s sponsorship as principal partner of the Australian Men’s Cricket Team.

The campaign released on 25 November will run throughout summer in Australia across TV, digital, and print.

Sydney, Australia – As more and more socially driven graduates opt for careers outside the marketing and advertising industry, creative agency The Works, part of Capgemini, felt the need to address this concern, launching its new brand platform ‘Be Significant’, which aims to create a conversation around the ‘meaninglessness’ that exists in the creative industry. 

Through the new brand platform, The Works aims to highlight the critical need for agencies to be more purposeful, providing greater value to their employees, clients, and consumers.

Moreover, The Works has also launched ‘The Significant Initiative’ following an agency-wide survey to understand the key issues of concern and interest for employees. It will also be investing resources and money to drive meaningful changes for the most popular topics of interest.

Damian Pincus, The Works’ founder and creative partner, shared there is a sense of meaninglessness in marketing and advertising, and there is a talent crisis, with graduates turning to more progressive employers making a tangible difference. There is also a growing desire for companies and brands to leave a legacy and stand for something.

“The reaction from clients and the team has been very positive and we’ve already started to implement Be Significant across the agency’s operations. We are at the beginning and we’ll be judged by our actions, not words,” said Pincus.

Kristie Thistlethwaite, the managing partner at The Works, makes a remarkable statement, saying that in today’s attention economy, every brand is a player in the and relevance is the hard-earned currency.

“‘Be Significant’ is the enemy of meaninglessness, creating work worthy of consumers’ attention that delivers results for the client partners, while helping our people be more significant in their work and personal lives. It’s a platform that gives us the opportunity to change someone’s day, change a mind, or change the world,” said Thistlethwaite.

Sydney, Australia – One of the oldest state newspaper publications in Australia, The Sydney Morning Herald (SMH), as well as another state news outlet owned by media company Nine, The Age, has launched a new brand platform – ‘Minds Wide Open’.  

The new major brand and subscriber campaign comes after a year of record subscriber uptake in 2020 for both the news publications as the unpredictability of the COVID-19 pandemic sparked greater interest and dependence on news and information. 

SMH The  Age
Outside banner from the campaign

The campaign is focused on the mastheads’ brand purpose – to foster independent thinking and open understanding, hence the platform ‘Minds Wide Open’. 

The ad, which was developed with advertising agency BMF, is presented as an ‘open letter’ to close-minded individuals. It starts with ‘Dear close minds’, and then goes on listing out the different forms of oppression and injustice that a close mind ought to contribute to its development, such as sexism, racism, and polarization, and then ‘warning’ such individuals the consequences of having a biased judgment.

SMH and The Age are both owned by media company Nine, with the latter reporting on the latest news in Melbourne, Victoria. Both were first established in the 1800s and are still serving as their original broadsheet format and are also currently managing each of their own digital platforms. The campaign by BMF was made to highlight the role both mastheads play in sparking public debate and discussion in Australia and features their award-winning photojournalism. The brand platform seeks to champion the benefits for Australians of tuning into different perspectives and having access to balanced news in a category of bias.

SMH The Age
One of the campaign’s outdoor ads on a bus

The ad was directed by Patrick Clair, winner of two Emmy Awards for Outstanding Main Title Design for his work on ‘True Detective’ and ‘The Man in the High Castle’. Kristen Turner, Nine’s head of consumer subscriptions, said the campaign draws on extensive customer insights and speaks to the incredible journalism they produce and the unique role SMH and The Age play within the political and social discourse

“2020 was a year of significant growth for our brands. In 2021, we need to assert our role in provoking the conversations Australia needs to progress, beyond the relentless news cycle. Both to create and retain tomorrow’s subscribers,” said Turner. 

Christina Aventi, BMF’s chief strategy officer, commented, “As Aussies, we value being open as a culture, but our ability to understand differences has been fading due to filter bubbles and echo chambers. The Herald and The Age offer balance over bias, reporting from the center, not a side to inspire debate over division.”

David Roberts, BMF’s creative director, also said, “Every day, Sydney Morning Herald and Age journos pry open the truth and are unflinching in the face of threats. We hope this campaign does justice to their grit and resolve.” 

The campaign will run across television, BVOD, cinema, and digital, as well as social, outdoor, and print.