The brand is asking consumers to rethink their fizzy drinks.
Remedy encourages consumers to rethink their fizzy drinks, in the latest work from AJF GrowthOps, 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.
“We believe Remedy can shake fizzy drinks up for good," Remedy co-founder Sarah Condon says.
“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."
AJF GrowthOps chief creative officer Josh Stephens says the team enjoyed helping Remedy change the soft drink landscape for the better.
"Challenger brands like Remedy need to be super clear on why they exist – along with creative that simply cuts through," Stephens says.
"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.
Creative Agency: AJF GrowthOps
Joshua Stephens (CCO)
George Freckleton (CD)
Ed Carverth (Senior Art Director)
Brent Liebenberg (Senior Copywriter)
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 Films
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)
Sam Hopgood, Bang Band Studios
Rusty Berther (Vocals)