Dame Edna invites women to 'take a break from the usual' in new integrated campaign for Jarrah via Naked Communications Melbourne

damedna.jpgNaked Communications Melbourne has developed a new marketing initiative for Jarrah featuring Australian icon Dame Edna Everage.
Born from the simple insight that variety is the spice of life, the campaign invites women to 'take a break from the usual', encouraging them to drink Jarrah when they're feeling all coffee'd out in the afternoon.

The campaign is brought to life by Dame Edna, who fronts the brand in-store, on Facebook and in TV ads. During her busy touring schedule Dame Edna spent a few days in the suburbs surrounding Moonee Ponds (where she grew up), surprising Jarrah drinkers with a 'break from the usual'. The subsequent Jarrah moments that followed provided a wealth of content that will be shared with Jarrah fans.
The content will be deployed across Facebook, supported by a consumer promotion offering entrants the chance to win their own 'break from the usual'. Two TVCs have also been created that invite women to engage with the content and Dame Edna's larger than life presence will also be seen at POS nationwide.
Says Angela Thorpe, marketing manager: "We are so excited by this project and are glad we got the opportunity to entertain our consumers with Jarrah and Dame Edna. You'll see from the content we've had a bit of fun and not taken things too seriously. Dame Edna was disappointed that Peter Weir was not the director, but we think the guy we got did a pretty good job."
Says Matt Houltham, Naked managing director: "This has been a fantastic project to work on. We've got loads of fun, interesting content that we think our Jarrah consumers will enjoy, discuss and share on Facebook plus a couple of TVCs to ensure we drive awareness of the programme".
POS is currently in-store. The TVC and Facebook content (facebook.com/jarrahanz) go live Sunday 26th August 5pm.

Idea, communications strategy and content distribution:
Naked Communications Melbourne
Managing Director - Matt Houltham
Founder / Planning - Adam Ferrier
Ideas - Paul Swann
Communications Director - Matt Scotton
Senior Expression Manager - Renata Gordon
Content production:
Hub Productions
Director - Peter Carstairs
Producer - Simon Hoy
Media agency:
Business Manager - Alison Topilnicki
Digital Director - Tanya Koppe
Twinings&Co - Jarrah
Angela Thorpe - Marketing Manager
Will Ursell - Marketing Director


Bazza fan said:

It's sad to see one of Australia's greatest comic talents reduced to doing this, and for that matter the Jenny Craig spots a few months ago. Surely he doesn't need the money, so why agree to these recent poorly written embarrassments?

Not bazza said:

Bazza is a bitter little thing.

PK said:

This spot looks like it was created by a bunch of amateurs. What an embarrassment for our industry.

circle said:

Pretty funny, irreverent, takes the piss. Just good fun.

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