theALCHEMISTS

Alchemy was an ancient black art of turning ordinary metals into Gold. We like to say we turn your marketing challenge to Gold. We love collaborating, we're not precious but we do want to take the weight from your shoulders and deliver results. ROI = Gold.

[alchemistblog-blog]

AGNEW WINES

THE GHOST OF THE HUNTER.

When we started working with Agnew Wines on Cockfighters Ghost we wondered how did they ever come up with that name?

Well, one night whilst galloping through the Hunter a stead by the name of 'Cockfighter' got bogged in quicksand at the foothills of the Upper Hunter Valley. As the rider dismounted and escaped, the horse was so stuck that it couldn't be saved and drowned in the quicksand.

Legend has it you can hear the ghost of 'Cockfighter' galloping as you pass at night. We loved the story so much that we brought it to life in their advertising. 

We didn't let a good story get in the way of the truth.

[alchemistblog-blog]

ACP

UNDERSTANDING HOW WOMEN THINK?

The key insight was that women don’t think in seperate sections like a magazine, they think of many things at once. So not only what they’re cooking for the dinner party, but what they’ll wear, how to set the table, the mood etc. Madison is a magazine that is not laid out in typical sections  but rather all articles (health, beauty, cooking etc) are inter-dispersed. Our proposition was “Madison understands who you are”. A quality 30sec tvc was produced on a very slim budget that ended up winning a silver award for cinematography. 

[alchemistblog-blog]

Ferrero Rocher

A MAGICAL MOMENT.

The key insight was that Ferrero Rocher is not your everyday chocolate but one for special occasions. It makes any occasion, extraordinary - because it is pure indulgence. The irresistable taste of Ferrero Rocher will turn your next occasion into something very magical.

[alchemistblog-blog]

Gloria Jeans Coffees

THE AROMA OF THE COFFEE IS WHAT DRAWS YOU IN.

When we worked on GJC we wanted to show the aroma of the coffee as we felt it's something powerful that draws you into the stores. So visually creating that in our brand outdoor campaign was key to our communication message.

[alchemistblog-blog]

PORK

FINDING A PIECE OF GOLD. 

Turning pork into a weekly staple was something we discussed in one of our strategy meetings. We knew 'spag bol' was a favourite with Aussie kids and mum’s. What we didn’t know was that the traditional Italian recipe (from Bologna) uses a mix of pork and veal mince as it is much sweeter and tastier than beef. The campaign idea involved working with the major retailers to produce a mix of pork and veal mince on shelf - this made it easy for consumers. The creative execution showed off the sexy but hot blooded side of an Italian woman scorned.

[alchemistblog-blog]

ACP

MADISON MAGAZINE GETS STREET CRED.

Making a fashion statement with a graphic approach. Madison magazine had lacked fashion credibility in the past. We created a strong graphic design that spelt out the magazines name by using fashion images cropped to enhance each letter. This was tagged with our new line, “I am Madison”.

[alchemistblog-blog]

Ferrero Rocher

THE TVC CAMPAIGN GOES OUTDOOR.

The party tvc for Ferrero Rocher was turned into an outdoor execution to reflect the connection the brand has to creating magic moments. 

[alchemistblog-blog]

PORK

CHANGING PERCEPTION AND GETTING RESULTS.

Australian Pork sales had declined for over 10 years. Pork was seen as old fashioned, fatty and the odd one out, but we believed we could take it to a new territory. After much research with the target audience we found it could be defined as - female, voluptuous and enjoying life. We adopted a strategy of revolution not evolution and changed the face of pork forever. After a meer 18 months, pork had overtaken lamb and chicken as the number two protien of choice for the first time in Australia.

[alchemistblog-blog]

http://www.facebook.com/pages/The-Alchemists-Advertising-Agency/303873999711751

[alchemistblog-blog]

WE AREN’T IN ADVERTISING.

WE ARE IN THE BUSINESS OF MARKETING.

We are here to make sales, not enemies.

We understand that the life of a client is filled with customer negotiations, budget forecasting, juggling budgets, avoiding SKUs being de-listed and driving R&D innovation.

The last thing you want is precious ad guys, or working with a bunch of award hungry juniors. If you just want results without the waste or the attitude, welcome to paradise.

Zed 0411 171 740 

[alchemistblog-blog]

UNILEVER

IF A TESTIMONIAL GIVES CREDIBILITY, THIS IDEA IS MUCH BIGGER THAN THAT.

This TVC ad relies on not one but a number of testimonial stories from different family members. Aptly named the Testimany campaign, Flora pro-activ sought to engage consumers to find out if their loved ones suffered from high cholestrol. The campaign strategy expanded instore with POS, cookbooks, and an online Heart Age Calculator.

[alchemistblog-blog]

COCKFIGHTER'S GHOST

REBRANDING TO BRING MEANING TO THE NAME.

We are currently in production with our newest campaign creative for Agnew Wines. The Alchemists were asked to strengthen the branding of Cockfighter's Ghost and we seek to do this by bringing meaning to the name in a clever creative way. Keep a look out for the launch of this new creative work soon - watch this space.

[alchemistblog-blog]

UNILEVER

A BIG IDEA NEEDS SOME BIG BACKING.

This TVC ad was an Alchemist initiative. With the help of Woolworths staff and consumers this tvc asked viewers the key question - do you know your Heart Age? It was an integral part of the overall campaign strategy as it gave much needed exposure to the online component - the Heart Age Calculator.

[alchemistblog-blog]

AGNEW WINES

BUILDING A REPUTATION IN BEVERAGE + FMCG.

In February 2012 reputation preceded us as we were approached by Agnew Wines to develop strategy for wine brands Cockfighter's Ghost and Audrey Wilkinson. We will be developing new campaigns for both, that will include advertising, sponsorships, modifications to bottle and case packaging, point of sale and promotions for both on and off premise utilising our vast experience working with Woolworths.

[alchemistblog-blog]

UNILEVER

THE SEQUEL.

When somethings works as well as the first cookbook for Flora Pro-activ did, it's great for a client to acknowledge that and do it again. Healthy Heart Happy Life is the second installment with 50 new recipes to lower your cholesterol. Packed with everyday meals ideas and heart healthy tips. This promotion follows in the footsteps of our highly successful launch of Food Heart Life cookbook last year. With the larger print run of 130,000 cookbooks, we are hopeful of them disappearing as quickly as they did last year.

[alchemistblog-blog]

Brydens

FINDING A LAWYER IS SOMETHING YOU DON'T THINK ABOUT.

When you’ve only got one chance, how do you know you’ve made the right choice?

For consumers it’s a daunting process to choose the right lawyer. Everyone in the market is saying the same thing. So we decided to focus on the consumer and understand their needs - to get on with their lives.

[alchemistblog-blog]

XNDO

THE SCIENCE OF LOSING WEIGHT.

This client walked in off the street with a weight loss concept + name and nothing else. We created the look and feel from the very start. Because it was a NEW concept based on science, we wanted the look to be modern, professional, clean and easy to do. 

This website was created to reflect the tvc campaign, new packaging and instore POS.