AUCKLAND, Today: Long White is shaking up the RTD scene with X by Long White, a sugar-free sub-range that puts the fun back into summer drinking.
Created with Droga5 ANZ, part of Accenture Song, the campaign launches under a new platform, THAT’S UNXPECTED, celebrating the idea that in a category full of sameness, doing something different isn’t just refreshing, it’s essential.
And nothing says unexpected quite like launching a sugar-free drink with a sugar sale. Enter Gary’s Sugar Liquidation Sale, a cheeky, nostalgic idea born from the notion that after removing all the sugar, Long White had mountains left to get rid of.
“Gary’s Sugar Liquidation Sale brings humour, nostalgia and genuine Kiwi charm to the category,” says Droga5 ANZ Executive Creative Director James Conner. “It’s fun, self-aware, and undeniably Long White.”
The campaign kicked off with a tease phase, hinting at the mysterious sugar sale through classic 90s-inspired OOH creative. It then rolled into a nationwide launch featuring posters, broadcast films and social content following Gary’s frantic attempts to shift his surplus stock.
“With summer fast approaching and competition in the light RTD category heating up, going out with expected messaging in a sea of sameness just wasn’t an option,” says Christie Cooper, Executive Creative Director Droga5 ANZ. “Instead, we asked ourselves: what’s the most unexpected way to celebrate a sugar-free drink? The answer was simple: sell the sugar.”
“With summer fast approaching and competition in the light RTD category heating up, going out with expected messaging in a sea of sameness just wasn’t an option.” – Christie Cooper, Executive Creative Director Droga5 ANZ
Droga5 ANZ also created a gloriously retro 90s-style website for Gary’s sale, complete with lo-fi graphics, widgets and a jingle-filled 15-second radio spot: “X cut the sugar, but Gary’s got a plan. Grab a sweet deal, crack open a can!”
For those who prefer to do business the old-fashioned way, the team even set up 0800 4SUGAR, because, of course, Gary takes calls too.
To boost visibility, Gary’s also made it into the Love Island Australia villa through TVNZ idents and Ad on Pause placements. Fans can even get their hands on limited-edition merch featuring his Liquidation Sale branding.
“The campaign is about reclaiming Long White’s place at the heart of Kiwi social culture,” says Asahi Beverages NZ General Manager – Marketing Tatyana Dickson. “It’s all about showing up in unexpected ways and reminding New Zealanders that Long White is synonymous with good times.”
Dickson adds, “X by Long White gives our drinkers the same great taste they love, now in a sugar-free option, without losing any of the fun.”
X by Long White is available nationwide, with Gary’s Sugar Liquidation Sale running across digital, OOH, social, radio and broadcast partnerships all summer long.
- To see Gary in action, visit sugarliquidationsale.co.nz
CREDITS
Client: Asahi Beverages NZ Limited
GM Marketing: Tatyana Dickson
Marketing Manager: Light RTD’s: Jonathan Rea
Senior Brand Manager: Monique O’Neil
Creative Agency: Droga5 ANZ, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Christie Cooper & James Conner
Chief Strategy Officer: Stevie Weber
GM & Executive Producer: Rosie Grayson
Group Business Director: James Allan
Art Director: Zac Nairn
Copywriter: Casey Clarke
Design Lead: Lucinda Fortescue-Hansen
Designer: Vivian Heng
Finished Artist: Lisa Stowers
Integrated Producer: Callum Crabb
Production Company: Reel Factory
Director: Ryan Heron
Executive Producer: Dan Watkins
Producer: Pippa Keiller
Composition and Sound Design: Cam Ballantyne, Beatworms
Design: One Design
Illustration: Blair Sayer, Watermark
Share this Post
