SBS is gearing up for the return of its acclaimed survival series, Alone Australia, with the launch of a limited-edition fragrance, Alone Cologne.
A collaboration between creative agency and production company, Jack Nimble, and acclaimed perfumer, Ainslie Walker, Alone Cologne is an “an ode to odour,” aiming to evoke the raw, visceral experiences of contestants who braved season 2 of Alone Australia, set in the New Zealand wilderness.
Walker described the 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.
“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.”
Adam Wise, ECD at Jack Nimble, said the campaign was a collaborative effort, resulting in a product that “truly captures the essence of survival.”
While Jane Palfreyman, SBS’s chief commercial and marketing officer, added that the Alone Cologne campaign captures the premise of the show – a “raw and unfiltered experience with contestants braving the elements on their own in their bid to survive the longest.”
Alone Cologne is part of SBS’s broader marketing campaign for the series, which includes PR, socials, and partnerships with influencers including Hamish & Andy, Jack Archdale, Ash Wicks, and Froomes. A cinema ad was also unveiled during the media launch of Alone Australia in Sydney.
Alone Australia Season 2 Cast (L-R): Rick, Mike, Leanne, Chace, Suzan, Tamika, Krzysztof, Andreas, Jack, Jason
Season 1 of Alone Australia, which premiered March last year, produced serious results for advertisers, boasting a series average of 1.24 million viewers.
With viewership across broadcast and BVOD, SBS anticipates the forthcoming season will surpass its predecessor. Director of media sales Adam Sadler classified the record-breaking survival series as one of Australia’s few “guaranteed cross-platform ratings juggernauts.”
“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,” said Sadler.
“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.”
See also: SBS predicts “cross-platform ratings juggernaut” for Alone Australia season 2