Golden Circle launches sparkling juice range
Australian juice brand Golden Circle has launched a new range of lightly carbonated fruit juices.
Golden Circle Sparkling juices will hit shelves this month in three flavours: Crisp Apple, Zesty Apple, Lemon & Lime and Apple & Tropical Punch.
Made from real fruit juice and bubbles, the drinks contain no added sugar and no artificial colours or flavours and can be found in both can and bottle formats.
“Consumer choice across the total beverages market has exploded over the past few years, however, ambient juice brands, along with many other categories, are looking for new ways to secure a place on the tables of Australian consumers,” Shalabh Atray CMO, Kraft Heinz, Australia.
“Although there has been a large amount of innovation in the beverages category in general, little has been done in the ambient juice category. We saw this as a huge opportunity for Golden Circle and are excited with the direction that Sparkling will be taking us in,” Atray added.
A large-scale national integrated campaign featuring creative developed by Cummins&Partners has been launched to promote the new range.
This campaign is the first TVC from Golden Circle in the last three years and plays on the family heritage of the brand that has been enjoyed by millions of families since 1946.
“There are a lot of brands talking about sparkling and effervescence in the market at the moment, but we have found a truly unique and charming way to dramatise a functional aspect, whilst still paying homage to Golden Circle’s amazing history and heritage,” Sean Cummins, Cummins&Partners said.
The campaign will also feature additional TV edits, online versions, digital display and out of home, as well as a sponsorship of Dancing with the Stars.
The Golden Circle Sparkling range is available nationwide at all leading grocery stores. A single 250ml can is at RRP $1.99, 4 x 250ml can multipack at RRP $6.00 and 750ml glass bottle at RRP $3.99.