Red Seal and Sugar & Partners indulge in some chemical warfare

The best outdoor and print ads are simple, visually arresting and try to create a smile in the mind. And natural health company Red Seal has managed to do just that with a campaign that illustrates its product-development philosophy of combining scientific research and naturopathic knowledge. 

“It’s a great example of how creativity is subtraction,” says Sugar & Partners’ Dave Nash. “It’s just as much about what you leave out as what you put in. Just like Red Seal’s products.” 

The campaign, which promotes its new hot or cold brew tea bag range and its propolis toothpaste, is running in Auckland’s inner-city outdoor and airport network, with digital and magazine media rolling out soon (kudos to Colenso BBDO’s Neville Doyle who showed that not all comments about competitors’ campaigns need to be snarky and anonymous). 

Earlier, the agency launched its new tea bag range by focusing on the fact it could be brewed cold. 

Last year, Red Seal launched a brand campaign that beat a similar jungle drum, something ethnobotanist Mark Plotkin talked about recently on the TED podcast. 


Creative Director/Art Director: Dave Nash

Creative Director/Copywriter: Damon O’Leary

Group Account Director: Dennis Carroll

Media Director: Richard Fenner

Designer: Steph Taylor

Retoucher: Gary Butcher

Photographer: Garth Badger of Thievery Studios.

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