Demazin has brought back the iconic D-D-Demazin mnemonic from the '80s and '90s in its latest ad.
The ad, developed by Clemenger BBDO Sydney and directed by Airbag’s Chris Hill, takes Australians on a trip down memory lane with a new take that is more relevant to modern families.
The story of a working mum who takes a household under siege from cold and flu in her stride, is told through a D-D-Demazin spin on the classic Laura Branigan song Gloria.
“As we head into cold and flu season, we want Demazin to be at the forefront of people’s minds when they head into pharmacies. And what better way to do that than by bringing back the brilliant mnemonic of D-D-Demazin,” Clemenger BBDO Sydney joint executive creative director Darren Wright says.
Demazin was acquired by iNova Pharmaceuticals in 2019, with the aim of revitalising the brand and restoring it to its former glory.
“iNova has a strong track record of acquiring, building and launching trusted consumer healthcare brands, so we’re really excited about refreshing and modernising Demazin and launching it to a whole new generation of parents," iNova ANZ managing director Andrew Jenkin says.
iNova is a multinational pharmaceutical and consumer healthcare company that markets and sells a wide range of market-leading products, with a strong focus on the cough, cold and flu category.
As part of the new Demazin campaign, iNova has also revitalised the brand through new packaging and new product launches.
This campaign is Clemenger BBDO’s first work for Demazin after iNova Pharmaceuticals appointed the agency to its creative account earlier this year.
Credits:
Production Company - Airbag
Director - Chris Hill
Producer - Megan Ayers
DOP - Kieran Fowler
Editor - Dan Lee @ Arc Edit
Vocalist - Natasha Stuart
Music Re-arrangement - Hylton Mowday @ We Love Jam
Sound Engineer - Andrew Stevenson @ We Love Jam
Agency - Clemenger BBDO Sydney
Joint Executive Creative Director - Darren Wright
Art Director - Mick Pollard
Copywriter - Zander Williment
Online Editor - Jess Morgan
Producer - Jo Howlett & Kirstin Lees
iNova Pharmaceuticals
Executive Director - Portfolio Strategy & Innovation - Filomena Maiese
Head of Marketing - Consumer Healthcare - Steve Maidment
Senior Brand Manager, Demazin - Elise Hodgson
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