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Garage Project gets dirty

Hello and Garage Project have launched a new digital out of home campaign to promote the brewery’s new craft seltzer, Dirty Water.

Garage Project Brand Manager, Matt Sloan, says: “The full team has been working tirelessly to create Dirty Water.

“We’re not the first to market but we’re very confident with what we’ve produced. It tastes great, is gluten-free, has nearly no sugar, and is less than 90 calories per can.”

The local brewer, known for their original takes on craft beers, have created three thirst-quenching flavours Pineapple Passion, Lemon Lime and Raspberry Yuzu, available at liquor stores and supermarkets in a mix-six pack and 10 packs. 

To further sweeten the deal, Garage Project are donating 10 percent of all seltzer profits back to the Million Metres Streams Project, which aims to restore a million metres of waterways across New Zealand. 

Hello Executive Creative Director, Gary McCreadie, says: “The beauty is in the name of the product and sometimes advertising needs to just get out of the way.

“They’re taking over the nation, one dirty suburb at a time, from Dirty Kingsland to Dirty Ponsonby, all the way to Dirty Te Aro.”

Hello Managing Director, James Polhill, says: “We’re enjoying working with the team at Garage Project.

“Dirty Water is a nod to the seltzer snobbery in the beer world and a subtle dig to other clean RTDs on the market that are supposedly good for you.”

The campaign is currently running across the LUMO network nationwide and oOH! media in Wellington.

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