Phoenix promotes the power of positive juicing with cautionary, drug-based tale

  • Advertising
  • April 24, 2013
  • Ben Fahy
Phoenix promotes the power of positive juicing with cautionary, drug-based tale

With a tongue in cheek riff on Eastern Bloc sporting stereotypes (and particularly shotputting drug cheat Nadzeya Ostapchuk), Phoenix Juices and Assignment Group are aiming to show that its Organic Good Energy drink offers all the buzz, "but without all the teeth grinding, wall-smashing and three year competition bans."

Starring 'female' heptathlete Estra Gen (no word on whether there's a follow up starring American hurdler Tex Tosterone), the online film shows the 'Latgovian's' fall from grace—and her remarkable transformation back to sexy, unhairy distinctly feminine health as a result of swapping one performance enhancer for another more natural variety. 

"Why is it so good? Maybe it's because it's full of the stuff I'm not used to like additives, artificial sugars, taurine, glucuronolactone, EPO, human growth hormone, you know that sort of thing ... Or maybe because it's full of juice. Not the juice I injected on a daily basis in my 36th floor apartment in my beloved Latgovia, but real juice from fruit grown on trees."

Phoenix is owned by Charlie's, which has also been talking up its healthiness in recent campaigns via Assignment Group. As a major player in the juice market, its work has been more earnest, but Phoenix, which was purchased by Charlie's in 2007, is still most definitely a challenger brand, so there's a bit more leeway for gender and drug-based tomfoolery. 

The film was shot by Gary John of Waitemata Films.  

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.

MKTG announces Kimberly Kastelan as general manager

  • Advertising
  • February 15, 2019
  • StopPress Team
MKTG announces Kimberly Kastelan as general manager
Fleur Skinner, Kimberly Kastelan

Kimberly Kastelan is the new general manager MKTG in New Zealand, a promotion from her previous role as the agency's group account director. The appointment follows Fleur Skinner’s resignation.

Read more
Next page
Results for

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!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


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

View Media Kit