Article published on B&T, 10. November 2015.

Sirena is back on the small screen with a new campaign launching this week to showcase two new product innovations: Sirena Tuna & Superfoods and Sirena Bruschetta & Crackers.

The campaign takes on all the good stuff – TV, digital, print and sampling activations – and marks the first time the iconic brand has advertised on TV since 2006.

Developed by Melbourne-based agency partner Akkomplice, the campaign is designed to ignite interest and sex appeal into the product, along with a trial of the new products among a busy, health conscious audience.

“The work brings a fresh and distinct new energy to the well-loved brand to showcase these terrific new line extensions and how effortlessly enjoyable they are,” Akkomplice managing director Kenny Hill said.

Sirena head of marketing Janet Charteris appointed the agency in August this year after a competitive pitch process.

“It’s an important launch for us into a growing market segment so we were thrilled to see the quality of thinking and execution from the Akkomplice team” she said.

The high-energy campaign features Australian Flair Bartender Championship winner for 2015, Clinton Weir (from Barmazter.com) effortlessly flipping, slicing and blending ingredients of the new products and was directed by Emily Owens of Toffee productions.

See the work here.
View the original article on B&T.