Mainstay – Republic of Sunshine

All Campaigns

Brief:

Bring the brand back at the top of trendy consumer spirits by building on existing brand equity 

‘You can stay as you are for the rest of your life, or you can change to Mainstay’….how do retain this well-known jingle but refresh it to be current and appeal to a younger audience?

This was the challenge that was set for Earworm by Damon Stapleton, ECD of TBWA Hunt Lascaris and Kamagelo Sesing & Mike Muller.

Earworm used modern rhythmic elements and gritty acoustic guitars to create a powerful piece of contemporary dance music

Mariechan Luiters of Jamali fame provided soulful and powerful vocals that really punches through and helped to reinvent a dated melody whilst still retain the famous line.

The campaign was rolled out to several mediums including radio, cinema and various ringtones. Client loved the new music so much that a full 3 minute version was produced.