After years in hibernation, the famous D-D-Demazin mnemonic from the ‘80s and ‘90s is back. Clemenger BBDO Sydney has not only brought it back, the agency has also housed it in something you rarely see in over the counter pharmaceutical advertising – outrageously cheesy fun.
And why not? Surely the exuberance joy of song-and-dance performance is the feeling that cold relief should evoke? The new spot, directed by Airbag’s Chris Hill, is a trip down memory lane given a modern family take in a commercial Australians are unlikely to forget. The brand’s story of a working mum, who takes a household under siege from cold and flu in her stride, is told through a D-D-Demazin spin on the classic Laura Branigan song, Gloria.
“As we head into cold and flu season, we want Demazin to be at the forefront of people’s minds when they head into pharmacies. And what better way to do that than by bringing back the brilliant mnemonic of D-D-Demazin,” stated Clemenger BBDO Sydney joint executive creative director, Darren Wright.
Demazin was acquired by iNova Pharmaceuticals in 2019, with the aim of revitalising the brand and restoring it to its former glory. According to iNova’s ANZ managing director, Andrew Jenkin, “iNova has a strong track record of acquiring, building and launching trusted consumer healthcare brands, so we’re really excited about refreshing and modernising Demazin and launching it to a whole new generation of parents.”
To support the new Demazin campaign, iNova has revitalised the brand through new packaging and new product launches.
This campaign is Clemenger BBDO’s first work for Demazin after iNova Pharmaceuticals appointed the agency to its creative account earlier this year.
Credits:
Agency: Clemenger BBDO Sydney
Joint Executive Creative Director: Darren Wright
Art Director: Mick Pollard
Copywriter: Zander Williment
Online Editor: Jess Morgan
Producers: Jo Howlett & Kirstin Lees
Production Company: Airbag
Director: Chris Hill
Producer: Megan Ayers
DOP: Kieran Fowler
Editor: Dan Lee @ Arc Edit
Vocalist: Natasha Stuart
Music Re-arrangement: Hylton Mowday @ We Love Jam
Sound Engineer – Andrew Stevenson @ We Love Jam
Client: iNova Pharmaceuticals
Executive Director – Portfolio Strategy & Innovation: Filomena Maiese
Head of Marketing – Consumer Healthcare: Steve Maidment
Senior Brand Manager, Demazin: Elise Hodgson
