Innovation Beverage Group solicited the help of creative agency Common Ventures to bring back the fun to a premium cocktail brand segment that can otherwise take itself too seriously, in a campaign entitled ‘An Ode to the Twisted’.
The creative work pays homage to those who are far from ordinary - the unique, weird and wonderful people, and all the ways in which they choose to express themselves.
The spot portrays the essence of unique self expression via exotic and excellent hairdos, and is live across media and social platforms.
AdNews spoke with the Common Ventures creative team, senior art director Lehi Curtis and senior copywriter Daniel Nutman to pinpoint the creative strategies as well as the campaign objective.
Lehi Curtis: “Cocktail drinkers are always on the lookout to try something new, but there’s a real stigma around the quality of premixed cocktails.
“When people hear ‘premixed cocktail’ they think sickly, syrupy blends or watered down Margarita mixes (a criminal offence).
“The cocktail category is shifting this perception as boutique distilleries come into the mix, but too many lean into bland contemporary aesthetics and are overlooked as they lack personality.
“To launch Twisted Shaker, we wanted to build a brand that was strange in all the right ways to stand out from the competition.”
Daniel Nutman says they were tasked with celebrating being unique and therefore they needed to create characters that were out of this world.
Nutman: “Our task was to get people to understand that Twisted Shaker is as interesting and unique as they are.
“With that, ‘An Ode to the Twisted’ was born.
“Celebrating the unique, weird, and wonderful people, and all the ways in which they choose to express themselves. In this campaign, that self-expression is highlighted through exotically styled hair.
“Visually, we wanted the surreal and twisted to thrive. Channelling C.S Lewis’s Mr Tumnus mixed with Dolly Parton and a healthy splash of Ennio Morricone tapping into the true spirit of individuality and what it means to express yourself – creating characters that felt not from this world.”
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