In a new spot celebrating the launch of two new RTD flavours, Woodstock pulls the plug on a rowdy house party and dives straight into a surprisingly high-pitched rendition of ‘The Lion Sleeps Tonight’.
The talent at the centre of the spot cuts through the stereotypes suggested by his beanie and neck tattoo as soon as he opens his mouth and starts signing.
TBWA executive creative director Christy Peacock says the introduction of the Bourbon and Ginger Beer and Bourbon and Crisp Apple flavours marks an important shift for the whole category.
"To bring it to life we flipped an everyday setting and an iconic track on its head," Peacock says. "We found some incredible local talent who deliver this piece of music in a completely unexpected and Kiwi way."
The move into non-cola bourbon RTDs by Independent Liquor was driven by research showing that 75 percent of New Zealanders surveyed said they would purchase ginger beer while the apple flavour appeals to 70 percent of consumers.
“This is an exciting launch for Woodstock just in time for summer, it’s a full-flavoured, refreshing bourbon drink perfect for summer days and catching up with mates," says Laura Youngman, the senior brand manager of RTDs and Spirits at Independent Liquor. "We’ve blended authentic barrel aged bourbon with refreshing mixers that will appeal to both bourbon drinkers and beer lovers.”
A possible challenge facing Independent Liquor will, however, be to convince males to try the drink, with research from Alcohol NZ showing that men are less likely to drink RTDs than women. Furthermore, the percentage of RTD drinkers also declines quickly as consumers become older.
That said, the two new flavours could present an opportunity for Woodstock to win a few new customers in demographic groups that shy away from cola-flavoured RTDs.
The Woodstock Easy Roller campaign will appear in outdoor, digital, social and in-store. View the Woodstock Easy Roller video content.
Product: Woodstock Easy Roller
Campaign Title: Bourbon with a Refreshing Twist
Agency: TBWA Group NZ
ECD: Christy Peacock
CD: Julian Andrews
Creatives: David Sylvester, Watchara Tansrikeat
Senior Business Director: Angelina Farry
Account Director: Aimee Knox
Agency Producer: Jodie Hari
Production Company: Fish n Clips
Director: Jason Bock
Producer: Tulsi Bramley
DOP: David Garbett
Production Designer: Jon Lithgow
Offline Editor: Mandy VFX
Colourist: Mandy VFX
Online Editor: Mandy VFX
Post Production Producer: Anita Ward
Original Music: Liquid Studios
Composition: Liquid Studios – Peter van der Fluit
Vocals: Phil Madsen
Sound Design & Mix: Liquid Studios – Craig Matuschka
Social Media Edits: Jim Hudson
Client: Independent Liquor New Zealand
Senior Brand Manager RTDs & Spirits: Laura Youngman
Group Category Manager RTDs & Spirits: Tamara Blomfield