Mount Franklin has released a new summer campaign, ‘Hydration for any Situation’ focusing on favourite summer moments Australians love.
The new campaign builds on the brand platform released last year ‘The Nation’s Hydration’ and continues the light-hearted, quirky tone – this time having a little fun with rhyme.
The campaign aims to capture Aussies when they’re out and about. At the centre of the campaign are three digital videos which all feature an unexpected and humorous twist.
The activity also features in outdoor advertising, delivering contextual messages that will appear in classic summer spots and popular transport routes. Other touchpoints include radio, social and in-store.
Mount Franklin/Water marketing manager, Anne Joly said: “We are thrilled with the strong results The Nation’s Hydration campaign has generated for Mount Franklin. This summer, more than ever, Mount Franklin will be your perfect hydration sidekick and provide Hydration for any Situation.”
Corey Chalmers, Joint ECD of Saatchi & Saatchi said: “After successfully introducing ‘Mount Franklin’ as ‘The Nation’s Hydration’ last year, it’s been great fun extending this into the Summer campaign. It’s so refreshing to have a client who’s prepared to inject a good dose of humour into this category.”
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‘Migration Hydration’ ??? Bet that goes down well in the Mediterranean – bad choice of phrase in a global society. Don’t want that on my bus.