Nostalgia meets Y2K culture in Vodka Cruiser’s latest ‘Say Less’ campaign via TBWA\Melbourne
Australia’s favourite ready-to-drink vodka premix brand, Vodka Cruiser, has launched its new brand platform ‘Say Less’ via TBWA\Melbourne.
Inspired by ‘nowstalgia’, where nostalgia meets Y2K culture, the campaign champions confidence, infectious energy and a cheeky attitude. The brand tagline Say Less, simply means being 100% on board, whether your friends are offering you the AUX cord, an invite to a pool party or grabbing a pair of servo sunnies.
To help bring the platform to life, Vodka Cruiser has signed Aussie comedian and CEO of FROOMESWORLD, Lucinda Froomes Price as its new brand ambassador.
Says Price: “I have been obsessed with Vodka Cruiser since I was legally allowed to be, so this partnership has me feeling like Charlie in the Chocolate Factory. I’m beyond excited to be cooking up some fun, fruity ideas for the year ahead and can’t wait to share them with my fellow Vodka Cruiser superfans.”
Says Michael O’Donoghue, brand manager of Vodka Cruiser: “Over the past two decades, Vodka Cruiser has managed to influence a number of generations. For some, Vodka Cruisers are a throwback – and for others, it’s their favourite drink right now.
“We set out to create a platform that would effortlessly celebrate our past, but also pave the way for its future. Fortunately for us, the resurgence of the Y2K fashion trend couldn’t be a more perfect fit, and we are super excited about how it brings to life the attitude and personality of Vodka Cruiser.”
The new brand platform, created by TBWA\Melbourne, will feature in PR, social media, Spotify, Vevo and Twitch across the next 12 months.
Carlton & United Breweries Premium Beverages
GM CUB Premium Beverages at Carlton & United Breweries: Michael Ritoli
Head of Portfolio, RTDs & Spirits: Ben Eyles
Brand Manager: Michael O’Donoghue
Assistant Brand Manager: Jacob Gyzen
Project Lead: Nathalia Chua
Consumer Insights Manager: Johanna Isaacs
Senior Manager Media & Digital: Christie McGuire
Digital Planner: Sophie Baker
CUB Marketing Communications Agency: CUBHOUSE
Creative Agency: TBWA\Melbourne
Media Agency: PHD
26 Comments
I’ve read a helluva lot of convoluted nonsense in trade PR, but this takes the cake. The whole thing is a comms disaster. “ The brand tagline Say Less, simply means being 100% on board” – ummmmm what?
What are you plugging that 1/4 inch aux cord into?
How in heck does ‘Big Guava Energy’ get past ABAC?
Big Guava Energy is great
yeah when you say “say less” that’s exactly what it means – clearly you’re just not part of the target demographic, and that’s okay
Lol I’m Gen Z mate. Say less is cheugy. Your direction failed.
Okay old man.
The art direction is cool, but it seems like that became the idea while the concept has no role to play at all.
Is just toiletpaper mag for OK Cupid anyway
Loving this Y2k design aesthetic making a come back.
Made a comeback years ago. Good ol’ Aussie marketing geniuses now think they’re onto something cool n trendy.
wot is this?
boy o boy
For the templates?
My thoughts exactly… guess they needed something that would read bigger than a 3.5mm jack.
I remember drinking these when I was 12.
LOVE THIS!!!!
These are a cracker!
I once butt chugged a vodka cruiser as a ‘party trick’. The clown wasn’t too happy because I upstaged him, and the children’s parents lost their shit too. Luckily I didn’t – I would’ve made a big mess. #sayless
That gurthy plug ain’t fitting in any of my holes
it’s fire
Say less please.
These would actually make more sense without the tagline. Not even the press release has shed any more light on what it’s supposed to mean.
Also, that is a mono 6.3mm TS cable.
Yeah and non tie-bleached jeans with no doc martins… plus everyone looks about 22 years old.
Who is the model? Its driving me mad
I was wondering about the mono 1/4 inch jack too