Sorbent, for All Australians From All Walks of Life, by the Edison Agency

An Australian staple for 70 years, Sorbent has held strong within the top 3 market leaders based off a great pricing strategy, quality product and some infamous communication campaigns. Whilst undeniably funny and memorable, those comms campaigns were the only emotional linkage to the brand and easily forgotten. Sorbent needed to pivot from a commodity product to a branded experience that reflected its Australian heritage, and a unique attitude and point of view that would resonate across all mediums, from packaging to communications. In a category that is largely convenience based, we needed to find a solution that built both distinctiveness into the Sorbent identity to re-engage at shelf, but also a compelling reason to buy into the brand. We had to set the foundation for a reinvigorated