New Devondale Sparklers. Real Grape. Real Mango. They say they add a refreshing sparkle to any occasion. But what is that sparkle? Who are ‘they’? And what is this ad? Developed to answer all these questions and more, the new “Adds Real Sparkle” campaign is aimed at presenting a slightly off-kilter approach to the traditional taste test scenario. Featuring Australian comedian, Dan Rath (Guy Montgomery’s Guy Mont-Spelling Bee, Neurotic News), the commercial is the brainchild of The Faith Agency, long-standing Melbourne ad agency, who partnered closely with content production company Burninghouse to bring their ideas to life.

Ben Crocker, Account Director and Partner at The Faith Agency, commented on the approach: “When you start throwing around ideas in the room, you never quite know what direction things will take. Even as we began to lock into the direction we all engaged with the most, we were still not sure exactly how it would come together. But we knew the idea was right, and partnering with Burninghouse helped to fully realise the vision we had. It’s a banger.”

Charlie Porter, Head of Content and Partner at Burninghouse, says, “We’re so thrilled to continue our very fruitful relationship with The Faith Agency; Ben and the team there have been strong collaborators of ours for some time. While we know what they’re capable of, I must say, even we were blown away by this idea and had a blast bringing it to life.”

Says Mark Connolly, General Manager – Marketing, “Launching a new product is always a big deal, but we had ‘faith’ in our long-standing relationship with the team at The Faith Agency that they could deliver the goods. And they (along with Burninghouse) knocked it out of the park.”

The new product launch and campaign from Devondale represents the latest move from Australian family-owned Sabrands bringing together some of Australia’s most beloved brands including Sunraysia Juices, Rosella Soups & Sauces, Blue Banner Pickled Onions and CLR Cleaning Products.

The commercial has been developed as a 30-sec, 15-sec and 6-sec for various digital activations across Meta, YouTube and BVOD platforms, rolling out in the coming months.

Client: Devondale Beverages
General Manager – Marketing: Mark Connolly
Marketing Manager: Andre Estrella

Creative & Media Agency: The Faith Agency
Account Director: Ben Crocker
Media Director: Megan Butler
Creative Director: Terence Hammond
Art Director: Nerio Nespeca

Production House: Burninghouse
Head of Content: Charlie Porter
Head of Production: Tim Anderson
Director: Oliver Waghorn

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Devondale, known for the rich history spanning across five decades in Australian households, is represented under the Sabrands family alongside Australian icons such as Rosella and Sunraysia. Our objective as the agency responsible for the communication of this campaign was to make it more ‘tableworthy’ in competition with other sparkling apple juices, sodas and indeed even alcoholic beverages. The transition from the original stubby bottle to a sleek bottle, reminiscent of European sparkling water bottles helped to elevate the product and in turn, the label had been updated to reflect the premium aspect of Sparkling Apple Juice.

Faith wanted to showcase the products great taste and presence as an iconic brand across Australian households everywhere. Therefore, we developed a short TVC that caught the attention of juice drinkers alike, reminding them of the refreshing, mouth-watering taste of sparkling apple juice, unique to Devondale. We also helped develop the line “Naturally refreshes any occasion” as a testament to the versatility of the product while still reflecting the nostalgic feel of the brand.

In addition, the new website was built efficiently and effectively by Faith’s digital team to maximise the browsing experience and accurately reflect the creative vision of the campaign. A single page, long scrolling experience, the design took inspiration from several European food brands producing products such as olive oils and seafood, all with the view to presenting an elevated experience that was undeniably Devondale.

The results were a really positive relaunch of the Devondale, continuing to support its shelf space in the major retailers. We look forward to the opportunity to continue working with Devondale into the future, including on new product flavours and formats.

The post Devondale Sparkling Beverages | New Packaging Launch appeared first on The Faith Agency | Full Service Marketing Agency in Melbourne.

For over 50 years, Devondale Beverages have been a part of the Australian household, with a long brand heritage of delivering fresh sparkling apple juice to the masses. But the last few decades have been difficult for the brand to maintain their foothold in an increasingly diverse marketplace. Incorporated into the Sabrands family in 2018, they now find themselves alongside other Australian icons including Sunraysia, Rosella and CLR.

For the launch campaign, the brief was about highlighting the new product packaging, but also to encourage increased consumption of the product in a variety of settings. The bottle had been redesigned from the older, more traditional ‘stubby’ bottle shape to something a little more sleek, reminiscent of European sparkling water bottles. The label as well had been updated to reflect the higher-end, more premium aspect of the bottle design.

Putting our heads together, we considered how the product should be positioned to our wider audience. Ultimately, we stumbled upon the realisation that for many of us, Devondale Sparkling Apple Juice really had been a part of our lives for a long time, and in many instances had been brought out at almost every occasion. Thus, the idea was born:

Naturally refreshes any occasion.

The brilliance of the line is that each word works hard to promote the product and the brand. “Occasion” isn’t just an event or a regular evening, it’s something more than that; it’s something special. When combined with the word “any”, suddenly the idea that we’re talking about “any occasion”, regardless of if it is fancy or relaxed, opens endless possibilities. “Refreshes” speaks to changing up what makes these occasions special; sure, you might usually go to sparkling water or alcohol, but for something a little different, a little special, maybe consider Devondale Sparkling Apple Juice. And of course, “Naturally” refers to the high-quality formulation of the product, with nothing but apples making up its delicious taste.

This positioning line really set us on a pathway to success. We developed a series of images for social media, a brand new TVC promoting the concept, and a dynamic and inspiring website design, something that we’re incredibly proud of. All the imagery used in our campaign highlights the variety of different occasions where you might want to bring out the new Devondale bottle. While it’s too early to gauge the success of the campaign, we’re quite pleased with how everything has come together.

If you need assistance with anything from brand strategy, product or packaging design, creative inspiration, website development, social media management or video and content creation, don’t hesitate to get in touch with us today!

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