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    Pure Blonde partners with The Monkeys to relaunch brand

    Pure Blonde has partnered with The Monkeys, part of Accenture Song, to relaunch its brand, re-establishing the original ‘A Place Purer Than Yours’ platform.

    The hero of the relaunch, directed by Freddy Mandy, marks the return of the Australian ultra-low carb beer label to its forested roots, depicting a utopian, imaginary world uncorrupted by modern life.

    The film follows a trespasser into the world of Pure Blonde encounter locals who go to great lengths to preserve the purity of the brew.

    Live from the 5th of May in Australia and New Zealand, the campaign will be rolled out across broadcast television, OLV, OOH, social and digital audio.

    “The real world is an impure place. It was when Pure Blonde first launched, and it’s arguably gotten worse,” said chief creative officer of The Monkeys, Ant Keogh.

    “So, it made sense to revisit the original brand world: and see what measures they are taking to keep the beer pure.” 

    Tessa Whittaker, marketing manager for Pure Blonde at Carlton & United Breweries said the new campaign builds on those symbolics of a delicious, natural world that first launched the brand.

    “This new campaign seeks to build on those original semiotics, remind drinkers that Pure Blonde is 86 calories per bottle, and appeal to a new audience that doesn’t want to compromise on taste when it comes to low carb beer,” said Whittaker.

    Pure Blonde partners with The Monkeys to relaunch brand

    Earlier this month, The Monkeys scored six of Australia’s 14 gongs at the 64th annual Clio Awards, including nabbing gold in the film craft (musical – original) category for its ‘Play it Safe’ campaign. 

    The Monkeys’ winning work, directed by Kim Gehrig and fronted by popular Australian actor and musical comedian Tim Minchin, was created by the agency in celebration of The Sydney Opera House’s 50th anniversary.

    See also: The Monkeys snatches gold at Clios, Australia tallies 14 wins

    Campaign credits:

    Client: Carlton & United Breweries
    General manager – marketing: Nicole McMillan
    Head of contemporary brands: Ben Eyles
    Marketing manager: Tessa Whittaker
    Assistant brand manager: Patrick Wallace 

    Creative agency: The Monkeys, part of Accenture Song
    Chief executive officer: Paul McMillan
    Chief creative officer: Ant Keogh
    Chief strategy officer: Michael Derepas
    Strategy director: Dave Collins
    Head of design: Raph Tamkalis
    Creative directors: Hugh Gurney & Connor Beaver
    National head of production: Romanca Mundrea
    Senior producer: Eliza Malone
    General manager: Sophie Gosper
    Group account director: Alex Ashby
    Senior account director: Jenny McLarney
    Account manager: Isaac Montebello 

    Production Company: Finch
    Director: Freddy Mandy
    Managing director: Corey Esse
    Executive producer: Loren Bradley
    Producer: Nikki Walker
    Production manager Melbourne: Darcey Taylor-Morrison
    DOP: Gin Loane 

    Post partners: The Editors
    Editor: Jack Hutchings
    Executive producer: Charlotte Griffiths
    Producer: Maxine Zanoni
    Colourist: Dave Gibson

    Online & VFX: Alt VFX
    Executive producer: Tyrone Estephan
    Producer: Caroline Macleod
    VFX supervisor: Dave Edwards
    VFX lead: Jay Hawkins 

    Sound: Squeak E. Clean Studios
    Executive producer: Ceri Davies
    Senior engineer: Paul Le Couteur
    Music: Ben Talbot Dunn 

    Photography: The Kitchen
    Photographer: Toby Burrows
    Producer: Federica Genovesi
    Retouching: Dave Mercer 

    Media Agency: PHD Melbourne
    Planning director: Tom Lamplugh
    Investment manager: Erin Baker
    Account executive: Priya Rao 

    In House Agency: 1House Asahi Beverages Australia
    Digital planner: Cindy Luu
    Channel specialist: Victoria Scholten
    Brand partner: Rachel Linacre
    Project lead: Benjamin Deville
    Media manager: Christina Coco

    The post Pure Blonde partners with The Monkeys to relaunch brand appeared first on Mediaweek.

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