Velvet Winter
Staff Writer

KIIS 101.1’s Jase & PJ “Make The Move” from being “Always Awkward”

A keen eye at RT has noticed that KIIS 101.1 Breakfast duo Jase & PJ have done a change of branding.

Their original ‘Always Awkward’ tagline has been replaced with a new slogan, ‘Make The Move’.

The pair has been using the ‘Always Awkward’ tagline since starting at KIIS.

It got them dropped in hot water back in March after a TV advertisement built around the phrase was reported to the Advertising Standards Board for “normalising the act of oral sex in the workplace” and “degrading women”.

After reviewing the ad, the board dismissed the complaints.

Jase & PJ have been broadcasting on KIIS Melbourne since January 2018 following their move from New Zealand where they presented drive on ZM.

Update 6/08/2018: Since the new billboard was spotted, ARN has announced that the new marketing campaign has been rolled out across outdoor, transit, digital and social.

ARN’s Brisbane station 97.3FM also has a new marketing campaign, following the new addition of comedian Mike van Acker to the Breakfast lineup.

Mike joined co-hosts Bianca Dye and Bob Gallagher last month, replacing Terry Hansen who bowed out due to family and health reasons.

In addition to introducing the new cast, 97.3FM have also unveiled the tagline that will accompany the trio with “Brisbane’s fresh way to wake up” across all promotional material.

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Recent comments (3)
Hug
3 Aug 2018 - 1:41 pm

Perfect, this will fix everything!

Damien
3 Aug 2018 - 4:04 pm

From a marketing perspective, ‘Always awkward’ was passive, and there was no call to action. At least now it’s calling for a response.

lucas
4 Aug 2018 - 12:39 pm

Finally, it took all of most of 2018 to actually put a tagline that connected the audience to a new show without the cringe factor.

The show was an average success with that position in NZ – never in the top 5. Lets see if it now can get off the bottom of the ratings…