Henkel-owned toilet cleaning brand, Bref, is the latest brand to join the City2Surf for 2024, landing an unconventional partnership as the event’s Official Toilet Cleaning Products Partner.

The partnership was wagered by Bref’s media, content and partnerships agency of record, Wavemaker. The GroupM agency identified a unique opportunity to connect with consumers in a contextually relevant and engaging way, highlighting shared values of freshness, energy, and humour.

Bref plans to offer advice to runners via native content with Broadsheet and distribute samples at City2Surf’s 3-day expo. Influencers will participate in the race to generate buzz and position Bref as a solution for a cleaner, fresher life.

“Partnering with an iconic event such as City2Surf helps Bref get closer to its ambition, which is to clean every toilet in Australia with its best-designed products. This deceivingly irrelevant choice actually aligns with the brand strategy to stay relevant and engaging to Australian consumers, which is tricky for a stable product. Ultimately, it is our pleasure to add the fun and smile to all runners on Sunday, August 11,” said Bref Brand Manager, Hoa Nguyen.

Wavemaker has also partnered with brand experience agency Maverick to create a memorable experience for City2Surf participants, including a photo op at the Bref “Poo-dium” and a ride on a Bref Trike – a custom built three-wheeler complete with driver and toilet shaped seats.

“We’re thrilled to bring together two fresh and dynamic brands in Bref with City2Surf. It proves the power of creative thinking and connecting with consumers in engaging ways. It’s unexpected, it’s fun, it’s pure Bref, and it’s guaranteed to get people talking,” said Director, Content & Partnerships at Wavemaker, Jayden Harris.

“This brief pushed all the right buttons for Maverick. An opportunity to unclench our imaginations for a playful brand and make a splash at this iconic event.” said Director at Maverick, Todd Marks.

A major campaign by Wavemaker is set to launch in late August, aiming to build on the momentum of the City2Surf partnership and drive awareness and trial among busy individuals and families.