Zowie rolls it on as Cool Charm and Raydar roll it out

  • Advertising
  • September 24, 2012
  • StopPress Team
Zowie rolls it on as Cool Charm and Raydar roll it out

Just Juice has Antonia Prebble, Symbio has Lorraine Downes and now Cool Charm is aiming to up its street cred by launching a campaign starring its new ambassador: Kiwi electropopper Zowie. 

“Zowie is the perfect choice as the new face of Cool Charm. She’s stylish and polished but really knows how to have fun,” Says Cool Charm’s marketing manager Jessica Ulyatt. “We’re extremely lucky to have her on board.”

http://www.youtube.com/watch?v=ATiwAgk4OlQZowie—AKA Zoe Fleury—has already enjoyed local success and has a rising international profile, having toured with the likes of Katy Perry and Mark Ronson, and her track 'Smash it' features on the new ad.

The campaign was created by Raydar, which won the account in a competitive pitch in the middle of last year, and the TVC launches Cool Charm's new range of three-in-one antiperspirant deodorants. Like DDB's new campaign for Lindauer, it also aims to look more like a music video than a standard ad and it was shot by Flying Fish at Auckland's Q Theatre. 

“We started the Cool Charm journey with Wayne and Jessica from Aspen, Cool Charm's holding company, 12 months ago and have been involved at key stages along the journey,” says Raydar's managing director Darryl McClay. “Sitting in on research groups and observing purchase behavior in-store provided valuable insights into what customers wanted from the brand. We used these to help inform the planning and creative process and build a strong business case for account sell in.  From strategy to talent choice and execution, I'm really proud of what my team has produced for Cool Charm. The combination of new improved product and the new TVC are set to take Cool Charm to a whole new level.”

The campaign debuted last night and will be supported with print, online, social, in-store and PR from The PR Shop. 

Credits: 

Agency: Raydar


Client: Aspen Pharmacare


Product: Cool Charm



Aspen Pharmacare:


Marketing Manager -- 
Wayne Smith/Jessica Ulyatt

Raydar:


Executive Creative Director — Vaughn Davis


Account Director — Michael Godfrey


Senior Account Manager — Kim Shoemark


Art Director — Avon Willis


Agency Producer — Kay Airey

Agency producer – Olivia Hand

Film Company – Flying Fish


Director -- 
James Solomon


Producer – Peter Mayo

DOP -- 
Duncan Cole

Editor -- 
Nathan Pickles

Online & Endframe -- 
Mandy VFX Ltd

Audio House: 
Radiate Sound

Audio Engineer: 
David Liversidge

Song: Zoe Fleury/Jimmy Harry (EMI)/Sony


Client: Aspen Pharmacare


Product: Cool Charm


First Ran -- Sunday 23rd September, 2012

Aspen Pharmacare:


Marketing Manager -- 
Wayne Smith/Jessica Ulyatt

Raydar:


Executive Creative Director — Vaughn Davis


Account Director — Michael Godfrey


Senior Account Manager — Kim Shoemark


Art Director — Avon Willis


Agency Producer — Kay Airey

Agency producer – Olivia Hand

Film Company – Flying Fish


Director -- 
James Solomon


Producer – Peter Mayo

DOP -- 
Duncan Cole

Editor -- 
Nathan Pickles

Online & Endframe -- 
Mandy VFX Ltd

Audio House: 
Radiate Sound

Audio Engineer: 
David Liversidge

Song: Zoe Fleury/Jimmy Harry (EMI)/Sony

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