Scapegrace teams up with TBMG to launch Thunderdonk

Scapegrace has partnered with The Business Marketing Group (TBMG) to launch their latest release, Thunderdonk – a New Zealand crafted flavoured whiskey that comes in two flavours – spiced maple and salted caramel.

The campaign runs predominantly in out of home, radio and digital, and is now in liquor stores nationwide.

“The challenge when releasing any new product is getting your brand name remembered as
quickly as possible,” says Mark Neal, Scapegrace’s marketing director.

“This is especially true when your brand is up against larger, well-established rivals. You can’t outspend them, you have to be bold,” Neal adds.

“Donk is shorthand for Thunderdonk, because it is the sound you hear when you slam down the shot glass,” says TBMG MD Ben Cochrane.

“It’s a word many aren’t familiar with and has no real meaning, which is our strength. This insight formed the basis of the Thunderdonk launch campaign.

“Sometimes you have to think beyond logic and be illogical to get attention”, Cochrane adds.

The new brand has already won Gold at the International World Drinks Awards in London and has claimed top Liqueur in New Zealand.