GOOD TiDES Hard Seltzer launches new ‘Where Good Tides Resides’ campaign via TBWA\Melbourne

GOOD TiDES Hard Seltzer, Australia’s much-loved refreshing vodka and sparkling water seltzers, has today launched its new brand platform and first fully integrated campaign – “Where Good Tides Resides” via TBWA\Melbourne.

Using fun layered visuals, the new campaign celebrates the special feeling you get when enjoying good times with the crew, kicking back and going with the flow (a much-welcomed departure from the world of lockdowns, quarantines and curfews). The campaign can be viewed here.

Says a spokesperson from TBWA\Melbourne: “We’re incredibly excited to work with CUB, which is a proud part of Asahi Beverages, on GOOD TiDES and bring to life a campaign that is directly inspired by the product and captures the refreshing nature of the Australian coast.

“As one of the first alcoholic seltzers to launch in the Australian market back in 2020, GOOD TiDES has already made a huge impact in the drinks space, and we’re looking forward to seeing what the year ahead has in store.”

Directed by Collider’s Beatrice Peggard and set to ‘Bystander’ by Cool Sounds, the campaign uses a mixed media approach to create a picturesque campaign that follows a group of friends across secluded beaches to the scenic wilderness. All brought to life across TV, VOD, Social and OOH.

Says Wendy Lin, brand manager, GOOD TiDES: “To date the seltzer category has often led with functional comms, so we wanted to have some fun and stand out from the rest of the category. GOOD TiDES has had an amazing response from Australian drinkers who love its refreshing taste driven by a hint of natural fruit flavoring and triple-distilled premium vodka.”

Client: Carlton & United Breweries
General Manager – CUB Premium Beverages: Michael Ritoli
Acting General Manager – Marketing: Lauren Fildes
Marketing Manager – Cider, Seltzer & Lighter Drinking: Stacey Lowther
Brand Manager – Seltzer & Lighter Drinking: Wendy Lin
Head of Insights & Capability: Sarah Wilcox
Consumer Insights Manager: Johanna Isaacs
Group Senior Manager Corporate Affairs: Sabine Wolff
Legal Counsel: Lara Howden
CUB Creative Consultant: Nick Worthington

Creative Agency: TBWA|Melbourne

Media Agency: PHD

Production Company: Collider
Director: Beatrice Pegard
Producer: Annie Schutt
Executive Producer: Karen Bryson
DOP: Campbell Brown

Post Production Company: ARC EDIT
Editor: Jo Scott
Colourist: Ferg Rotherham
Online: Eugene Richards & Chris Betteridge
Post Producer: Michaela Fenton

Audio: Squeak E. Clean Studios

Original composition done by Emily Lubitz &  Harry Angus (Gaga Music) via L2