Hairy Lemon gives Australians a hangover cure with new integrated campaign via The Reactor

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HL Rock 3.jpgThe Reactor has kicked off 2013 with a new campaign for freshly signed client Hairy Lemon from Ascent Pharmaceuticals. An effervescent tablet containing B and C vitamins, guarana and ginseng, Hairy Lemon is targeted at people who can’t let a day or night of having fun hold them back the next day.

The Reactor capitalised on this by speaking to the summer music festival crowd via Channel V, rock posters and vevo.com. The campaign directly linked the names of the summer’s most popular festivals with the benefits of recovering with a Hairy Lemon.

HL Rock 2.jpgThe campaign includes TV, print, outdoor, online, POS and a joint promotion with Channel V and aims to help young festival goers get the most out of their summer by helping them recover after a “Big Day Out”.

Says Nick Brown, creative director, The Reactor: “The whole idea is to be where the target audience isHairy Lemon VEVO.jpg getting their information about the summer festivals. Hopefully, we’re helping these guys get back on their feet the next day. It’s practically a public service announcement when you think about it.”

Client: Hairy Lemon

Agency: The Reactor – Nick Brown, Phil Childs, Chris Taylor, Angus Smallwood, HL_fb_2.jpgNicole Soccio

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