AUCKLAND, Today: Ponsonby-based creative agency Crave is celebrating two new account wins this month. Both wins are for drink products – one alcohol-based, the other is a NZ coffee brand.
As the ready-to-drink market continues to grow, the agency has won a retained campaign brief to launch all-natural vodka soda brand Finery Cocktails, which contains no carbs or sugar, is gluten free and vegan-friendly.
Crave has also picked up new client The Shaky Isles Coffee Company with the task of taking this New Zealand brand to the international market.
The social-first campaign for Finery Cocktails will start with the core range of drinks; Grapefruit, Cucumber & Mint; Ginger, Green Tea, Honey, Mint & Lemon; Vanilla & Elderflower; and Lemon Myrtle, Lime & Black Tea.
The newly developed 0% alcohol range, featuring the same flavours, as well as a limited-edition Gin cocktail.
Crave MD Daniel Hopkirk said: “The creative takes a tongue-in-cheek approach to Finery’s premium cocktails in a can, utilising a male and female character who are humorously over-the-top and elitist, with the tagline ‘For those who like the finer things in life’.
Jane Allan, MD at Fine People, makers of Finery Cocktails, said: “Crave took our creative brief and really raised the bar with their bold response.
The RTD market is a cluttered space, and as a premium, clean, alternative our audience is older and more premium, so we needed to stand out.
“We absolutely love the content that has been produced so far and can’t wait to share it with our current followers as well as take it to a much wider market.”
The campaign for The Shaky Isles Coffee Company aims to grow brand equity at home before taking on international markets.
“Crave make what they do look easy, and they are great fun to work with.”
Hopkirk: “The creative shines a spotlight on our Kiwi quirks, championing anything and everything that highlights how we are ‘Brewed Different.’ The result is a straight-talking, tell-it-like-it-is campaign that is inventive and witty.
Shaky Isles owner Sam Ansley said: “I have admired the work the team at Crave do for some time now, so hiring the agency was an easy decision.
“The agency offers a heady mix of clever strategy mixed with fresh creative, and that’s exactly what we needed as we enter the next phase of growth with The Shaky Isles Coffee Company.
“Crave make what they do look easy, and they are great fun to work with.”
Hopkirk: “We are delighted to welcome both Finery Cocktails and The Shaky Isles Coffee Company to the Crave family.
“Both of these businesses are looking to shake up their respective categories, which for us as an agency is really exciting because it gives us the freedom to create daring work.
“Finery’s campaign, which launches first, has a strong focus on changing the perception of RTDs for an older audience, which is a fantastic challenge in a category that is synonymous with products that tend to target an 18 – 25-year-old audience.
“The campaigns we have created for Finery Cocktails and The Shaky Isles Coffee Company are both bold and exciting, and testament to the vision of our client partners.”
About Crave
Crave is a full-service agency formed in 2016 by Daniel Hopkirk and Hadleigh Averill. The business has a strong focus on integrated creative ideas that build fame for the brands they work with. Since inception the business has picked up a range of different clients from liquor giants Lion, to rideshare company Ola and industrial company The Ports of Auckland. Crave’s offering provides a range of services to clients with creativity at the heart of everything they do.
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