Charlie’s rebrands as Henry’s tonight to honour Kiwi legend via Special PR

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AUCKLAND, Today: Drinks brand Charlie’s is changing its name to Henry’s – for today only – to celebrate rugby legend Sir Graham Henry at The Black Clash this evening.

It’s a ticketed event – but most fans will be drawn to the live coverage on TV One at 6pm, for which the organisers are expecting a record viewership.

Limited-edition bottles will be available at the game, which is taking place at Hagley Oval in Christchurch.

The stunt, created by Special PR, leverages the brand’s sponsorship of Team Rugby, which Henry is coaching this year for the ever-popular Black Clash cricket match.

Special PR has led the ideation and development of the creative rebrand, along with executing a strategic communications plan securing national and regional coverage.

The agency is also managing influencer partnerships, mailers, and creating the on-site activation that will see cricket fans and spectators taste the freshly-squeezed orange juice.

Jayna Bhana, senior brand manager at The Better Drinks Company said, “It’s been brilliant partnering with Special PR on this project.

“I don’t know why they called it Charlie’s in the first place!”

“The creativity and strategic lens they add has meant we’ve created a fun and eye-catching campaign to support our wider sponsorship.

“I was impressed with the team’s ability to understand the essence of Charlie’s in a short amount of time and bring it to life in a way that rings true across every touch point of the activation.

“It’s stand-out PR activity that the whole team is proud of.”

Henry’s artwork was developed by Special’s studio team, and Special PR collaborated with production agency RadLab to create video and still content to support the rebrand.

The tongue-in-cheek content, which uses comedian Joe Daymond for the voice over, sees Sir Graham Henry comment, “I don’t know why they called it Charlie’s in the first place.”

Kat Day, creative lead at Special PR, says that it was Charlie’s “refreshingly honest” strapline that inspired the creative campaign idea.

“When thinking about what else, or who else, is refreshingly honest, Sir Graham Henry came to our minds straight away, particularly as a rugby legend and coach for Team Rugby at The Black Clash.”

“We’ve loved working with the Charlie’s team to leverage their sponsorship and we’re really looking forward to seeing cricket fans enjoy their refreshingly honest and thirst-quenching Henry’s juice this Friday.”


Client: Charlie’s
PR Agency: Special PR
Design: Special
Production Agency: RadLab

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