90s themed creative.
Asahi’s Long White, one of New Zealand’s most loved RTD brands, is launching a sugar-free sub-range in a campaign via Droga5 ANZ, part of Accenture Song.
The campaign incorporates OOH creative variations of classic 90s retail tropes.
“The campaign is about reclaiming Long White’s place at the heart of Kiwi social culture,” said 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.
“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.”
The campaign includes a Love Island Australia and TVNZ partnership, appearing in idents and Ad on Pause assets throughout the season.
A limited-edition merchandise capsule, branded with Gary’s Liquidation Sale illustrations, will also be shared with fans.
“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,” said Droga5 ANZ executive creative director, Christie Cooper.
“Instead, we asked ourselves: what’s the most unexpected way to celebrate a sugar-free drink? The answer was simple: sell the sugar.”
X by Long White has launched nationwide in New Zealand, with Gary’s Sugar Liquidation Sale running across digital, OOH, social, radio and broadcast partnerships throughout the summer.
“Gary’s Sugar Liquidation Sale brings humour, nostalgia and genuine Kiwi charm to the category,” said Droga5 ANZ executive creative director, James Conner.
“It’s fun, self-aware, and undeniably Long White.”
CAMPAIGN 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
