Fresh Up, the 51-year-old juice brand, has had its first makeover in nearly 10 years with new spots from Colenso BBDO.
The two TVCs show Kiwi blokes in situations where roaring your appreciation over the drink's thirst quenching properties are seriously inconvenient.
In the first, criminals escape their grasp as they stake out a quiet suburban street in a surveillance van. In the second, hunters fail to capture their prey when their roaring alerts the animals.
“The re-launch of Fresh Up is a landmark in the brand’s lifecycle. To mark this event, we were looking for a creative idea that brings the brand’s quirky sense of humour to life," says Kevin Taffs, Frucor's beverages marketing manager for juice.
Alongside the TVCs, which each have 15 and 30-second versions, there's new packaging and a new range of juice flavours.
Levi Slavin, creative director at Colenso BBDO, says the ads are the first in the new platform, 'Powerful Refreshment'. “Fresh Up is a big, blokey, unapologetic thirst quencher," he says.
"You don't drink Fresh Up, you smash it."
Agency: Colenso BBDO
Creative director: Levi Slavin
Creative team: Simon Vicars, Graeme Clarke, Ben Polkinghorne
Planner: Ruth Blair
Account service: Tim Ellis, Samantha Parsons, Nico Ainsworth
Agency Producer: Katie Knight
Production Companies: Film Production: Plaza Films
Director: Paul Middleditch
Producer: Peter Masterton
Clients: Scott Wright (marketing director) Kevin Taffs (marketing manager) Brooke Bayliss- Browne (brand manager)