Sorbent, a household name in Australia, is set to launch a new brand platform, 'Behind Every Great Australian'. The campaign, developed by Melbourne-based independent agency Akkomplice, aims to underscore the brand's integral role in everyday Australian life.

Akkomplice won Sorbent as a client over a year ago in a competitive pitch, and this campaign marks their first major collaboration.

The 'Behind Every Great Australian' campaign is a strategic move by Sorbent to reaffirm its place in the Australian market. By highlighting its presence in everyday life, the brand seeks to resonate with consumers on a deeper level, beyond just product functionality. The creative stretches from burly builders getting the job done to nervous brides ahead of their big moment.

Kenny Hill, Founder and Creative Director of Akkomplice, expressed his enthusiasm for the project. "When you’re creating something big for such a beloved brand with a heritage of popular campaigns, you really must pull out all the stops," he said. "So, we were thrilled when the Sorbent team embraced our idea so passionately.

Hill also praised the team that brought the campaign to life. "From the director to the talent, we had a great team to bring the idea to life for the Sorbent brand, and couldn’t be happier with the result."

The campaign is set to air on national screens, with media planning and buying handled by Hot Glue. This move signifies Sorbent's commitment to maintaining its position as a staple in Australian households, and the campaign's national reach is likely to reinforce this.

Akkomplice's portfolio includes other FMCG brands such as Darrell Lea, Kellogg’s and Grove Juice.