vodka cruiser

​HOUSEKEEPING: I'm in the process of updating the media player - so keep an eye out for the music symbol at the bottom of some assets. Onto the work! 

in the throes of brat summer, we pitched a brat coded flavour by circulating fake brat cruiser memes on socials. people were thirsty for it, so carlton united breweries stepped up and brat-greenlit it.
 

the creative approach was simple - launch the LTO with brat at the heart. but it was only ever going to work if we stayed ruthlessly true to it. the client committed to this ethos. just brat. charlie fans would sniff out 'not brat' in a heartbeat.

navigating very strict legal guardrails (we were not able to associate with charlie xcx) we found the line and doubled down, tapping into the spirit of brat without ever mentioning it. we timed the launch around charlie's exclusive show at laneway and flooded melbourne with a sea of summer apple green; brat billboards with lyrical easter eggs and festival nods that only charlie fans would get, a brat party bus to and from the festival, brat-creators, brat social takeover and a bratload of hats to infiltrate the event.

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there was no strategic over-engineering. the budget was lean. the creative didn't disappear up its ass. we sold out in record time and saw a brand lift usually associated with a much bigger spend.

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