NED Australian Whisky launches new campaign via AJF Partnership and Stratosphere

AJF and Stratosphere have collaborated to drive unprecedented growth for Top Shelf International’s NED Australian Whisky brand. The creative together with a clever combination of TV sponsorship and out of home placement has more than doubled sales in the first four weeks of the campaign.

Says Ryan Buckle, sales and marketing director at Top Shelf International: “We are swooNED by the performance of NED.”

The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will also include spots in the upcoming AFL and NRL finals and grand finals, as well as the AFL Brownlow Medal Night, giving NED Australian Whisky every opportunity to connect with their audience during their favourite and most sociable nights of the week.

Says Josh Raskin Gottlieb, media director at Stratosphere: “The NED Australian Whisky audience is a passionate and loyal bunch. So we wanted to establish and maintain a relationship with them via a regular presence in moments that are important to them.”

Using insight into local alcohol sales, Stratosphere developed a media strategy based on targeting the postcodes that would be most receptive to the new Aussie spirit of NED Australian Whisky’s messaging. The campaign aimed to establish NED Australian Whisky as seamlessly fitting into the audience’s lifestyle, with Stratosphere cleverly connecting the brand with the AFL and NRL through exclusive Thursday and Friday night broadcast sponsorships.

Says George Freckleton, creative director at AJF: “Launching an Aussie brand is never easy. So, we needed to be powerfully simple and shoot straight. We loved that NED had such a powerful difference in the market, and set out to reflect on these uniquely local characteristics. We couldn’t be happier with how much the campaign has resonated.”

The campaign is also raising brand awareness through large format digital and convenience store out of home panels in strategically selected outer suburban and regional market locations. The media plan combines carefully curated locations with mass reach and has played a crucial role in helping NED Australian Whisky to grow at a rate eight times faster than the dark spirit market, outpacing local and global competitors.

Creative Agency: AJF Partnership
Executive Creative Director: Adam Francis
Creative Director: George Freckleton
Copywriter: Matt Newman
Art Director: Rhyen Ellis
Strategist: Andrea Nelson
Client Partner: Xavier Hogan
Account Director: Amy McKay
Agency Producer: Ilona Phyland

Media Agency: Stratosphere
Chief Executive Officer: Adam Hilton
Group Media Director: Justen Duggan
Media Director: Josh Raskin Gottlieb
Senior Digital Manager: Katherine Allan
Media Coordinator: Isabella Anderson

Post production: First Floor Films
Director/Photographer: Chris Searle
Editor: Damian Capicchiano