Innovation Beverage Group creates ‘An Ode to the Twisted’ in new campaign for Twisted Shaker cocktail via Common Ventures

In the competitive pre-batched cocktail cocktail category, Innovation Beverage Group engaged Common Ventures to create a multi-channel campaign for its premium cocktail brand Twisted Shaker that would stand out and bring a bit of fun back to a segment that can otherwise take itself a little too seriously.

Says Clive Coleman, chief commercial officer, Innovation Beverage Group: “More people are drinking cocktails at home. They want their night in to feel more like a night out and Twisted Shaker helps make that happen.”

The campaign ‘An Ode to the Twisted’, brings to life a night less ordinary by paying homage to those who are far from ordinary – the unique, weird and wonderful people, and all the ways in which they choose to express themselves. In this instance, that self expression is highlighted through exotic and excellent hairdos.

For the campaign look, feel and tone, we imagined a world of pure self expression. A place where interesting people, the one-of-ones, had permission to be totally themselves.

Says Alex Don, account lead, Common Ventures: “‘A night elevated’ is a well trodden territory strategically and creatively, so it was important for us to create something that was distinct and ownable to the brand – by putting our own twist on it – pun intended. We needed to capture this sense of twisted in the creative and hair is one of the most ubiquitous ways that people choose to express their individuality – plus it was fun to see how big a wig could go.”

Says Brian Merrifield, executive creative director, Common Ventures: “It’s always exciting to do something eccentric with a high level of craft like this. Everything’s come together so well – we couldn’t be happier with the result. We look forward to doing more and exploring other twisted forms of self-expression.”

Twisted Shaker is a range of pre-batched cocktails made with all-natural ingredients. They are available for purchase this month at DanMurphys.com.au, TwistedShaker.com and Bevmart.com.au, with the campaign launching across BVOD, digital and social channels.

Innovation Beverage Group
Chief Commercial Officer: Clive Coleman

Creative agency and production house: Common Ventures
Executive Creative Director: Brian Merrifield
Director: James Crawley
Creative Director: Madeline Smith
Senior Art Director: Lehi Curtis
Senior Copywriter: Daniel Nutman
Account Lead: Alex Don

Producer: Tim Russell
DOP: George Tyler
Photographer: Jordan Kirk
Production Designer: Morgan Ferguson
Wigs: WiggedOut
Colourist: Yanni Kronenberg
Sound: Rumble Studios