Energy and humour are key ingredients for Sanitarium

  • Advertising
  • January 23, 2018
  • StopPress Team
Energy and humour are key ingredients for Sanitarium

With the world becoming more demanding and faster, energy is at a premium - even on leg day - as shown in Sanitarium's latest ad for its breakfast drink Up&Go by DDB.

In the 30-second spot, of which different versions will be airing in Australia and New Zealand, a young man is riding a packed bus. As an old lady struggles to walk down the aisle a voice in his head tells him to give up his seat for her. He stands up and announces to the bus, “I can stand, I never skip leg day” to receive applause from his fellow bus riders. He is then shown drinking an Up&Go earlier in the day at the gym.

‘The right type of energy’ is DDB NZ’s first piece of work since winning Sanitarium’s Trans-Tasman account in October last year. As well as a 30-second and 15-second TVC, the campaign consists of out-of-home and online video.  

Jessica Manihera, Trans-Tasman marketing manager for Sanitarium, says few people realise that not all energy is equal.

"Most people gravitate towards energy sources that don’t deliver much in the way of nutrition. Up & Go products are low GI, and with their combination of protein, fibre and essential vitamins and minerals 'make it the right type of energy'. We wanted a campaign that demonstrates the benefit of our products to consumers, and have been delighted with DDB’s approach.”  

DDB Group's chief creative officer New Zealand Damon Stapleton says by putting the spotlight on a universal, everyday moment, it's struck a great humourous note. The hope is this resonates with both Aussies and Kiwis.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

2018 RAE Awards celebrate effectiveness of research, data and insights at the Hilton
features

2018 RAE Awards celebrate effectiveness of research, data and insights at the Hilton

Celebrating research effectiveness, the research industry came out en masse for its 2018 RAE Awards with a glamorous evening at The Hilton on 17 August. This year’s RAE Awards attracted 50 entries across nine categories.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit