Devondale | Adds Real Sparkle

Brief:

Effectively launch a new product range from the longstanding Australian brand. Devondale Juices came to The Faith Agency to help realise a strategic campaign for their new Sparkler range of low-sugar fruit juice drinks. Creative needed to offer real cut through and campaignability while media buying needed to be tightly managed, delivering quality reach on a limited budget. There was also a need to update the brand’s website, previously built by The Faith Agency.

Deliverables:

Outcome:

The Faith Agency worked with video production partner, Burninghouse, to craft a compelling set of hero videos highlighting a new brand spokesperson bristling against the brand’s claims that the new product adds “real sparkle”. Through clever editing and outstanding production, each sip of the juice makes different vibrant scenarios appear around him, reinforcing the idea and encouraging trial. The media plan was flighted over four key periods utilising BVOD and digital video platforms booked programmatically, while the website refresh was simply and effectively managed to better align the presentation with the new creative. Initial performance of the ads has been very strong, with positive correlation with sales increases in key markets.

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