Calypso mangoes have been relaunched as the totally irresistible taste of summer in a new campaign created by Elevencom and Wavemaker Brisbane for client Perfection Fresh.

The new campaign is built on the insight that Australians are becoming increasingly competitive as they enhance their holiday season with fashionable summer accessories, whether that’s colourful cabanas, beach trolleys or novelty inflatables.

The core creative idea springs off this insight to demonstrate that, with more mango and less seed, Calypso is actually the must-have summer accessory that beats all others.

The main video creative features a bunch of beachgoers who demonstrate their devotion to the mouthwatering fruit by competing in an impromptu “mango-off” fuelled by playful envy, where the winner is the person who arrives at the beach with the most Calypsos.

Imogen Speck, Brand Manager at Perfection Fresh, said the new campaign links the Calypso brand with the core rituals of the Aussie summer.

“We’ve all noticed the playful competition taking place over recent summers as people try to out-do each other with the latest summer status symbols.

“The campaign is a reminder that, no matter how impressive your cabana, you can’t beat the quintessential summer experience of slicing open a delicious Calypso mango.” Speck said.

The integrated media campaign launches with a high-impact burst led by screens — spanning TV, BVOD, SVOD and digital video — supported by outdoor (roadside billboards and transit), retail media and social activity to ensure the brand is unmissable this summer.

“We’re bringing the irresistible taste of summer to life across every moment and consumer touchpoint — making Calypso unmissable this summer,” said Imogen Speck, Brand Manager.

Campaign Credits:

Client: Perfection Fresh

Luke Gibson - Chief Marketing & Innovation Officer

Kristie Emerson – Group Marketing Manager

Imogen Speck – Brand Manager

Agency: Elevencom

Ryan Fallowfield – Director, Creative & Branding

Jono McCauley – Director, Creative Strategy

John McLachlan – Director, Operations

Susan Dearn – Senior Art Director

Claire Bragg – Senior Account Director

Media: Wavemaker

Courtney McBryde – Group Business Director

Georgie Wicks – Associate Client Director

Alicia Hayman – Digital Director

Shanu Kumari – Digital Manager

Stewart Lucas – Digital Executive

Madi Eyre – Investment Executive

Paris Comiskey – Investment Coordinator

Production Company: Taxi Films

Director: Jono Nyquist

Producer: Mark Bishop

Music: Steve Balbi

Sound: Take 2

‍