Campaign details

Brand: Vodka Cruiser
Brand owner: Asahi Premium Beverages
Lead agency: Vizeum, The Story Lab
Country: Australia
Industries: Pre-mixed drinks
Media 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 stigma of 'uncool/too young for me' to now be perceived as 'a brand I'd like to be seen with'.

Our answer – a category-first innovation at the intersection of creativity and digital smarts. Vodka Cruiser TV (VCTV) – The first interactive 'TV show' broadcast exclusively on Facebook Live. We took the platform into unexplored territory, changing its usage to 'interactive TV', creating a fast and funny chat show that was streamed weekly.