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Branding Feared Journalists at The Sun!

Agency: Crush Communications

Client Brand: The Sun newspaper

The Brief

If anything, The Sun is known for raising eyebrows through its own brand of candid journalism. Issues of public interest are regularly brought into the open, to the delight of readers and to the ire of key players who are often featured in the exposé.

Sun 2 Pic

Strategy & Execution

The strategy hinged on taking advantage of the immense popularity of The Sun’s assemblage of no-holds-barred but “feared” journalists; strengthen the association, as well as elevate familiarity.Sun 3 Pic

There was just about one way to deliver the intent – “brand” the journalists with quirky names and an equally inviting copy to boot!

Source: Karthi Palanisamy, Managing Director, karthi@crush.com.my