AUCKLAND, Today: Scapegrace has teamed up with Parnell’s The Business Marketing Group (TBMG) to launch Thunderdonk, a Kiwi-made flavoured whiskey available in Spiced Maple and Salted Caramel.
The brand is already making waves, winning Gold at the International World Drinks Awards in London and being named top Liqueur in New Zealand.
“The challenge when releasing any new product is getting your brand name remembered as quickly as possible. You can’t outspend them, you have to be bold,” says Mark Neal, Marketing Director at Scapegrace.
“Donk is shorthand for Thunderdonk, because it is the sound you hear when you slam down the shot glass.” – Ben Cochrane
“Donk is shorthand for Thunderdonk, because it is the sound you hear when you slam down the shot glass,” says TBMG MD, Ben Cochrane.
“It’s a word many aren’t familiar with and has no real meaning, which is our strength. Sometimes you have to think beyond logic and be illogical to get attention.”
The campaign is rolling out across OOH, radio, and digital and can already be spotted in liquor stores across the country.
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