Long White Vodka runs wild in new brand platform

Long White Vodka is getting musical for summer with the help of Kiwi band Racing and TBWA.

Called ‘This is Forever’, the campaign is a montage of summer activities with the release saying it aims to “cement the brands status as the drink of weekends away and beach BBQs”.

The images are supported with the catchy ‘Run Wild’ by Racing, a kiwi indie-rock band and all have been combines to create a full-length music video. As well as a campaign for Long White Vodka, it’s also the official video for the single.

The video has also been used for a 30-second TVC and six-second videos for digital and social placements.

Oliver Downs, general manager of marketing at Asahi Beverages and Long White Vodka’s parent company, says in the release, it’s very proud of the work.

“What we’ve ended up with is a Kiwi music video that lives the character of the Long White Vodka brand. We love it and expect our audience will too.”

Shane Bradnick, TBWA NZ chief creative officer, added Long White Vodka has been an incredible success story for Asahi.

“Our job has been to capture the spirit of what made the brand so popular and tell that story in an interesting and authentic way,” he says.

“Long White Vodka already exists in the hearts and minds of its drinkers.  Part of the trick for us when coming up with ‘This is Forever’, was not forcing an idea on a brand that already has one.”

He adds the way the brand and band came together encouraged new ways of thinking and resulted in an authentic finished product.

“Rather than just buying a track, we worked with Racing as a collaborative partner. It’s been a creative process that really celebrates talented Kiwi artists.”

Auckland based four-piece, Racing, is made up of long-time collaborators Ed Knowles (vocals), Sven Pettersen (guitar), Daniel Barrett (Bass) and Izaak Houston (Drums). 

‘Run Wild’ has received national radio play and while the band was nominated for Best Rock Artist at the Vodafone Music Awards.

Credits:

Client: Asahi Beverages
GM Marketing: Oliver Downs
Group Marketing Manager, RTD’s & Spirits: Tamara Blomfield
Agency: TBWA Group NZ
Production/Director: Title Artist Management – Chris Searl
Post Production: TBWA/BOLT
Music: Run Wild – Racing

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