Campaign details
Brand: Vodka CruiserBrand owner: Asahi Premium BeveragesLead agency: Vizeum, The Story LabCountry: AustraliaIndustries: Pre-mixed drinksMedia channels: Content marketing, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Product placement, Sales promotions, Social media Budget: 500k - 1 million
Executive summary
Vodka Cruiser, an iconic Pre-mixed/Ready to Drink (RTD) brand, was faced with a situation where most young women in Australia felt disconnected from it and its relevance had eroded.
The challenge was big – get a generation (the notorious millennials at that) to connect with a legacy brand that held the...