Golden Circle promotes its ‘50% Less Sugar’ range in new campaign via Mr Mumbles + Mext

Golden Circle has launched ‘Sunshine Grown’ a new campaign via independent creative agency Mr Mumbles and strategic consultancy Mext, to introduce its latest ‘50% Less Sugar’ product range that includes new drink flavours and pack sizes.

The campaign reinvigorates the brand by encouraging consumers to rediscover Golden Circle – a brand that holds a strong nostalgic place in the hearts of Australians.

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The creative insight revolves around the idea that many mothers, who are now buying juice drinks for their family, grew up with Golden Circle so uses the simple metaphor of a seesaw ride to showcase the different stages of a consumer’s attachment to the brand through the 70s, 80s and 90s, from her early childhood right through to adulthood.  

The campaign, which includes 30-sec and 15-sec TV spots, is set to run nationally across broadcast, OOH, PoS and digital channels.

Says Laurie Ingram, creative partner of Mr Mumbles: “‘Sunshine Grown’ is all about rediscovering Golden Circle and this simple emotive spot aims to rekindle emotional cues for viewers who have grown up and evolved with the brand.”

Says Jamie Chater, marketing manager of Golden Circle: “We are really happy with this campaign by Mr Mumbles and Mext that delivers a real homage to the brand by reconnecting consumers to its proud Australian heritage and launching 50% Less Sugar — our latest innovation in meeting Australian families changing needs.”

Client: Golden Circle Heinz

Media Agency: OMD