iNova Pharmaceuticals has awarded the Demazin creative account to Clemenger BBDO Sydney after a competitive three-way pitch.
Clemenger BBDO Sydney has been appointed, effective immediately, to work on the relaunch of the cold and flu brand that has been in the Australian market for more than 50 years.
iNova recently acquired the Demazin brand from Bayer and plans to bring the brand back to being a category leader.
The brief to Clemenger BBDO was to find a disruptive way to refresh, modernise and make famous the once iconic Australian winter brand.
The challenge in the brief, beyond standing out in a highly competitive catgeory, was to find a way to make the "D-D-Demazin" brand relevant to a whole new generation of parents.
To unlock the pitch, qualitative research was undertaken by Clemenger BBDO to get to the heart of what modern parents desire in a cold and flu brand.
“Clemenger went the extra mile to really understand the insights around our consumer to develop a campaign idea that would resonate with our audience in a fresh and relevant way," says Filomena Maiese, executive director of portfolio strategy and innovation at iNova Pharmaceuticals.
"We are really excited to bring this campaign to market with Clemenger. It will definitely break category conventions in a category that has become quite conventional and formulaic in its consumer advertising approach."
Clemenger BBDO Sydney CEO Pete Bosilkovski says the agency looks forward to bringing the brand back to its former glory.
“We are thrilled to be working on the iconic Demazin brand, and I think we all have fond memories of D-D Demazin," Bosilkovski says.
"It’s always exciting to work with client partners who share our passion and obsessive focus on consumer centricity, together with relentless empathy for the needs of the consumer."
The Demazin brand campaign will air in winter 2020.
Demazin is the latest client win for Clemenger's Sydney agency under the reign of Bosilkovsi who was appointed as CEO in August following the departure of Nick Garrett.
The agency also helped create a new brand platform for V Energy at the end of last year.
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