New VIVE Campaign 'Up&Go'

BWM is helping Sanitarium save Aussie women from cranky mornings due to skipping breakfast with the launch of the new taste UP&GO VIVE, the perfect solution for women on the go. While creating a new positioning for the new taste UP&GO VIVE, BWM’s strategy team reviewed real insights that showed a high percentage of women skip breakfast and many others eat breakfast at their desk.

Daniel Derrick, General Manager Marketing of Sanitarium, said: “After developing the new-taste UP&GO VIVE product we saw an opportunity to build a more engaging story geared at women. The product not only tastes great, it’s low GI, high in protein and very importantly for busy women – is a quick option.”

The campaign consists of a collection of TV and Outdoor advertisements. It showcases the many scenarios a woman faces on the 30,200 mornings she averages in a lifetime to communicate the new positioning ‘the liquid breakfast for women on the go’.

Rob Belgiovane, BWM Chief Creative Officer, said: “To create this new positioning we began to explore all the reasons why mornings are so hectic for most women. The creative showcases these anecdotal scenes, whether it’s the 1.5 years of a woman’s life she spends not sleeping through the night, the 8 months getting the family out the door or the nine months finding her partner’s keys and phone in the mornings.

“We’ve brought these scenarios to life, to show how UP&GO VIVE is committed to understanding what women’s mornings are really like and provide an option to allow them to still feel healthy even when its hard to take the time to be eat right,” Rob said.

Agency: BVM
Head of Planning: Jamie Mackay
Planning Director: Moensie Rossier
Business Director: Richard O’Rourke
Senior Account Manager: Gemma Burcher
Chief Creative Officer: Rob Belgiovane
Creative team: Jen Barnett & Matt Smith
Director: Jess Bluck
Executive Producer: Jo De Fina
Editor: Cushla Dillon
Head Of On Screen: Abby Hunt
Production Company: The Otto Empire
Post Production Company: Perceptual Engineering