By James Atkinson
Thirsty Camel bottleshops will launch their new TVC ‘Thirsty People’ in Big Bash Cricket on Network Ten nationally this summer, in a campaign valued at close to $1 million.
Thirsty People is the banner’s first national campaign since launching in 2007 with commercials running throughout the cricket season, from 18 December until 26 January.
Thirsty Camel national manager Michael Ismailoglu commented: “This is our first truly national TVC campaign in seven years, and we are excited to be back advertising on such a major media platform in such a big way. Big Bash cricket fits our core consumer perfectly and puts Thirsty Camel on air just in time for summer.”
Leah Grinter, director of marketing added: “The Thirsty Camel brand has evolved considerably since its launch, so we’ve progressed the ‘thirsty’ story line with a more modern message, while still keeping the brand’s irreverence.”
“The TVC campaign is based on a simple premise: Australians are thirsty people, we work up a thirst in a variety of ways… digging holes, eating salty things, or through other, more offbeat activities like licking stamps”.
“’Thirsty People’ channels our brand essence, and assures Australians that no matter how you make yourself thirsty, we’ve got you sorted”.