As the AskewOne piece on the wall beside Auckland’s south-western motorway says, ‘better never stops’. And Charlie’s Trading Co. has acknowledged that philosophy by creating a new corporate brand called The Better Drinks Co.
Charlie’s has been fighting the good fight against its much larger, some would say much less principled competition since it kicked off in 1999. And, with its newish agency Assignment Group, it’s launched the first campaign for a couple of years in an effort to retell its story and show New Zealanders that the brand is “on a mission from good”.
Maggie Christie integrates herself into Clems, Stefan Lepionka steps down as head juicer at Charlie’s, Heartland agency upgrades its Tracta, Newstalk ZB wins gold in New York, 8com cuts the ribbon at new Auckland office, Craig Franklin swaps Oz for New Zealand, and Tony Bozzard joins KMS Data.