Hairy Lemon: Peaked Too Early

The Reactor, Melbourne has kicked off 2013 with a new campaign for freshly signed client Hairy Lemon from Ascent Pharmaceuticals. An effervescent tablet containing B and C vitamins, Guarana and Ginseng, Hairy Lemon is targeted at people who can't let a day or night of having fun hold them back the next day. The Reactor capitalised on this by speaking to the summer music festival crowd via Channel V, rock posters and vevo.com. In fact, the campaign directly linked the names of the summer's most popular festivals with the benefits of recovering with a Hairy Lemon.