TBWA and Independent Liquor have created a new campaign to celebrate the launch of Woodstock Easy Roller, the newest addition to the Woodstock range and a twist on traditional bourbon.
The campaign showcases the two new Woodstock flavours, Bourbon & Ginger Beer and Bourbon & Crisp Apple with a new take on an iconic track, The Lion Sleeps Tonight (Wimoweh).
TBWA ECD Christy Peacock said: “Woodstock Easy Roller is a game-changer for both the Woodstock brand and the bourbon category.
“To bring it to life we flipped an everyday setting and an iconic track on its head. We found some incredible local talent who deliver this piece of music in a completely unexpected and Kiwi way.”
“It’s a full flavoured, refreshing bourbon drink perfect for summer days and catching up with mates.”
Woodstock had seen a growth opportunity in non-cola bourbon RTDs and sought to create a beverage that is refreshing and easy to drink. Research played a key role in the product’s development – 75% of New Zealanders surveyed said they would purchase and ginger beer and apple flavours.
Woodstock brand manager Laura Youngman said: “This is an exciting launch for Woodstock just in time for summer, it’s a full flavoured, refreshing bourbon drink perfect for summer days and catching up with mates.
“We’ve blended authentic barrel-aged bourbon with refreshing mixers that will appeal to both bourbon drinkers and beer lovers.”
The Woodstock Easy Roller campaign will be appear in outdoor, digital, social and in-store.
CREDITS
Product: Woodstock Easy Roller
Campaign Title: Bourbon with a Refreshing Twist
Agency: TBWA Group NZ
ECD: Christy Peacock
CD: Julian Andrews
Creatives: David Sylvester, Watchara Tansrikeat
Senior Business Director: Angelina Farry
Account Director: Aimee Knox
Agency Producer: Jodie Hari
Production Company: Fish & Clips
Director: Jason Bock
Producer: Tulsi Bramley
DOP: David Garbett
Production Designer: Jon Lithgow
Offline Editor: Mandy VFX
Colourist: Mandy VFX
Online Editor: Mandy VFX
Post Production Producer: Anita Ward
Original Music: Liquid Studios
Composition: Liquid Studios – Peter van der Fluit
Vocals: Phil Madsen
Sound Design & Mix: Liquid Studios – Craig Matuschka
Social Media Edits: Jim Hudson
Client: Independent Liquor New Zealand
Senior Brand Manager RTDs & Spirits: Laura Youngman
Group Category Manager RTDs & Spirits: Tamara Blomfield
PR: Eleven
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