Designed to be a riot of untamed, unforgiving and unpleasant notes.
SBS is celebrating the return of its survival series Alone Australia this week with the launch of a limited edition unisex fragrance, Alone Cologne.
The Alone Cologne campaign has been created in collaboration with creative agency and production company, Jack Nimble, who worked with acclaimed perfumer, Ainslie Walker.
Alone Cologne is not for the faint of heart. Inspired by the realities faced by the brave souls on Alone Australia Season 2 in the depths of the New Zealand wilderness, the fragrance is real, raw and ripe.
The scent is built around the idea of “an ode to odour”, designed to be a riot of untamed, unforgiving and unpleasant notes to transport those who smell it into the wild and untamed world experienced by the series participants.
Walker describes Alone Cologne as stale notes of campfire soot, rain-soaked dampness and earthy moss.
"This is followed by overwhelming notes of rotten game flesh, which sing in harmony with smoked fish skin, unwashed skin and greasy hair," said Walker.
"This pungent prelude is followed by a serenade of soured sweat and halitosis, bodily fluids and a light after-whiff of the New Zealand wilderness.”
Alone Cologne is being launched as part of the wider national marketing campaign from SBS for the series, with activity rolling out across PR, social content and creator partnerships with a strong social influencer element, including partnerships with Hamish & Andy, Jack Archdale, Ash Wicks and Froomes.
As part of the campaign, a cinema ad was created for the media launch of Alone Australia held last week in Sydney, and is also rolling out across social channels.
SBS chief commercial and marketing officer Jane Palfreyman said this Alone Cologne campaign playfully captures the key premise of the show – a raw and unfiltered experience with contestants braving the elements on their own in their bid to survive the longest.
"This unique execution has been created to drive strong social noise and help continue the cult following around this breakthrough TV property," she said.
Jack Nimble ECD Adam Wise said the agency prides itself on creating social-first ideas that get the internet talking.
"And now we can call ourselves perfume makers as well. Creating the scent was a super collaborative process with the team at SBS. Together we smelled some truly horrible smells, but we bottled them up into a scent that truly captures the essence of survival," he said.
Alone Australia returns Wednesday, March 27 at 7.30pm on SBS and SBS On Demand. This time, 10 Australian survivalists will be dropped into the extreme and wild terrain of New Zealand’s South Island (Aotearoa’s Te Waipounamu), where they face the ultimate test of human will.
The 10-part documentary series sees participants completely isolated from the world and each other, stripped of modern possessions, contact and comforts, to self-document their experience – the last one standing wins $250,000.
SBS director of media sales Adam Sadler said in Australia, there are a handful of shows that are guaranteed cross-platform ratings juggernauts.
"Alone Australia is now firmly cemented as one of those shows, delivering audience across both broadcast TV and BVOD,” he said.
“A lot of people might have missed it at the time, but in the all-important 25-54s demographic, Alone Australia was seeing off bigger and more long-running TV franchises to become the no.1 most-watched show over 28 Days.
"This show is unique in the Australian media landscape – it truly reflects TV viewing in 2024 – as a mass reach audience vehicle with a demographically pure audience focused on 25-54s.”
This limited-edition fragrance has been released into the wild to celebrate the premiere of Alone Australia Season 2. It is not available for sale.
Credits:
SBS
- Chief Marketing and Commercial Officer – Jane Palfreyman
- Head of Marketing and Media - Uma Oldham
- Head of Publicity – Jo'an Papadopoulos
- Head of Social Media - Sean O'Byrne
- Head of Creative - Joel Noble
- SBS Publicity Manager - Nikita Jacka
- SBS Marketing Manager - Lauren Phelan
- SBS Creative Manager - Genevieve Graham
- SBS Social Content Editor - Alyssa Braithwaite
- SBS Senior Creative - Joe Kenny
- SBS Senior Producer - Lara Parker
- Senior Communications Specialist - Clementine Zawadzki
- Marketing Coordinator – Sean Young
Creative Agency & Production Company - Jack Nimble
- Executive Creative Director - Adam Wise
- Executive Producer - Angus Mullane
- Head of Client Services - Jess Steele
- Senior Account Manager - Charlie Pigrome
- Creative Director - Taylor Thornton
- Senior Art Director - Divya Abe
- Senior Creative - Marcus Fisher
- DOP and Stills - Jona Mendoza
- Editors - Jona Mendoza and Sejon Im
- VFX - Josh Regoli
- Production Manager - Angelina Tsinganos
- Perfumer - Ainslie Walker
- Packaging Designer - Tim Craw
- Voiceover - Chris Stollery (RMK Management)
Media Agency – Hearts & Science
- Head of Strategy - Georgia Leathart
- Senior Investment Manager - Sam Murray
- Digital Director - Hamish Knox
- Investment Director - Lauren Peris
- Planning Director - Olivia Daryoush
- Activation Director - Samuel Casey
- Strategy Director – Benjamin Gibbs
- Social & Innovation Executive - Amelie Trienen (OMD)
- Digital Manager – Timothy Chalmers
- Planning Executive - Regina Lee
