Fresh-Up launches epic ‘Beat Your Mate, Smash Your Thirst’ campaign via Colenso, TVNZ + OMD

Fresh-Up is back, returning to its DNA, with a call out to real mates with a real rivalry, to step up and make it epic.

The campaign ‘Beat Your Mate, Smash Your Thirst’ created in association with Colenso BBDO, TNZ and OMD, promises to take two mates and get them to battle out their rivalry in whatever form, in a stadium event broadcast live as an hour-long primetime TV special, with appearance fees, prize-money and the obligatory cold cans of Fresh-Up on the line.

And while it might sound ambitious, slightly risky and maybe even a little stupid, Steve Cochran, ECD at Colenso BBDO, assures people that it is.

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Says Cochrane: “We’re calling for entries in the hope of finding two great unknown personalities that happen to be mates, who have on-going rivalry doing who-knows-what, who want a bit of fame, are comfortable hyping and promoting themselves, who are willing to perform in front of a crowd, centre stage in a stadium while on nationwide TV, and who can provide us with up to an hour of entertaining live television viewing…. How could it fail?”

Says Kylie Biddle, senior brand manager, Frucor: “Fresh-Up has always had mateship, rivalries and reward at its heart, even before the Mark and Mathew ads and TV programme ‘In the Deep End’ back in the nineties. This campaign attempts to show that heart again, in a contemporary and irreverent way using the possibilities of today’s media mix.”

The campaign is a true collaboration, with Colenso BBDO and OMD working with a number of other parties. They include Fresh-Up’s sponsorship of TVNZ DUKE’s Short & Wide series, in conjunction with the show’s production company Reel Factory. TVNZ are also producing content and broadcasting the event LIVE on DUKE. And NZME are providing radio partnerships to help further promote the event.

Says Natalie Downes, senior business director at Colenso: “We’re in the final week of recruitment at the moment. We’ve seen some hilariously brilliant entries, and there’s still opportunity for more. We’ll be working closely with TVNZ to select real mates with real ‘star’ qualities as they’ll need to hold viewer’s engagement for the entire duration of the live TV broadcast. Shouldn’t be too difficult…?.”

Says Lyndsey Francis, GM of content solutions, TVNZ: “Fresh Up is proving to be seriously committed to delivering on the brand’s DNA. They bravely supported the launch of Short & Wide on TVNZ OnDemand and now they’re expanding on the competitive mateship theme with an ambitious live and local television event. We’re expecting some great rivalries and characters to come through – it’s going to be fantastic to watch.”

Adds Cochran: “Not many campaigns have ever culminated in a big live televised event, and although there might be a good reason for that, we’re going to do it anyway, knowing we’re doing something fairly unique.”

Entries are being collected via an app, with the recruitment phase running across TVNZ channels, radio and online closing on November 14th. This will be followed by an announcement of the competitors and promotion of the event scheduled for early 2017 – when Fresh-Up’s most epic something ever will hit our screens LIVE on TVNZ DUKE.

Client: Frucor Beverages Ltd

Reel Factory