Proving that summer is a state of mind, Mango Aotearoa NZ teamed up with Mac’s to launch the new, refreshing trio of Mac’s Seltzers – in the middle of winter.
Mango shaped a campaign that acknowledged the summer-time occasions traditionally associated with drinking Seltzers, and the reality of launching it while it’s cold and rainy.
In keeping with the light-hearted comedic tone of Mac’s, Mango devised the “summer is a state of mind” content platform to showcase how Seltzers can be enjoyed at any time of the year, regardless of the weather.
The campaign, which launched in August, combined clever influencer partnerships and content creation in addition to mailers sent to a range of influencers and media that included branded tennis sets and rain ponchos, in keeping with the theme.
Mango’s General Manager, Sean Brown, says the campaign demonstrates the ability for the agency to play on the unexpected, using the unexpected wintertime launch to create a tongue-in-cheek content platform that engages Kiwis.
“The ‘Summer is a state of mind’ concept provided a platform for us to take a humorous approach to launching Mac’s Seltzer in the middle of winter.
“The campaign had several layers, including content creation and influencer partnerships, enabling us to engage and entertain Kiwis across multiple channels.”
Mango enlisted the help of Kiwi comedian Joe Daymond to feature in hero content to launch the range, creating a series of videos which were then shared across Mac’s and Daymond’s social channels. Daymond was filmed enjoying a game of lawn bowls and golf on a dreary, overcast day and firing up a sausage sizzle in a downpour. The campaign resonated well with Kiwis, reaching over 40,000 people through Daymond’s channels alone.
Brand Manager for Mac’s, Alison Futcher, says alcoholic seltzers are traditionally thought of as a drink for summer, but there’s no reason they can’t be enjoyed throughout the year – and this campaign conveys that message.
“We’re really pleased with how the campaign has been received by Kiwis and I think part of this can be attributed to the fact the content is so relatable and entertaining. Even in the middle of summer, it’s not uncommon for the weather to take a turn while you’re barbequing, but there’s no reason why you can’t enjoy a crisp, refreshing Mac’s Seltzer while the rain is pouring or when the sun is shining.”