Golden Circle sparkles with new range

Australia’s most iconic juice brand, Golden Circle, has launched a new range of sparkling juices, putting the fizz back into family occasions. Hitting shelves around the country this month, Golden Circle Sparkling juices are an exciting addition to the juice aisle, with three delicious flavours available – Crisp Apple, Zesty Apple, Lemon & Lime and Apple & Tropical Punch. All promise to tickle the tastebuds of Aussies young and old. An innovative range of tasty juices made from real fruit juice and bubbles, Golden Circle Sparkling juices contain no added sugar and no artificial colours or flavours.

Lightly carbonated fruit juices, perfect for refreshment and enjoyment – Golden Circle is 99% fruit juice, 100% sparkling – and can be found in both can and bottle formats, making them a great choice for the whole family.

Shalabh Atray CMO, Kraft Heinz, Australia, said: “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. 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.

The Golden Circle Sparkling range has launched with a large-scale national integrated campaign, featuring creative developed by Cummins&Partners. The objective of this campaign is to bring to life the functional benefit of the Golden Circle Sparkling range – the bubbles – in a genuinely engaging way, while retaining the core values of the Golden Circle brand. Featuring a family enjoying a picnic together in an orchard, the creative is a nod to the familiar Golden Circle ‘Real Life Grows Outside’ motif, which encourages families to spend time outdoors.

The idea of a normal boy discovering an imaginary world complete with unique characters such as the bubble pickers, is a charming one that appeals to children, but also the “big kid” in adults too. The result is a campaign that educates Aussies on how Golden Circle ensures the best quality bubbles in every sip of Golden Circle Sparkling, in a memorable way. 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.

Sean Cummins, Cummins&Partners, commented, “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.” The TVC is followed by 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, in the following formats: single 250ml can (RRP $1.99), 4 x 250ml can multipack (RRP $6.00) and 750ml glass bottle (RRP $3.99).

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