New Zealand’s ready-to-drink beverage, Asahi‘s Long White, has launched X by Long White, a new sugar-free sub-range. The campaign was brought to life via Droga5 ANZ, part of Accenture Song.
X by Long White has launched nationwide in New Zealand, with Gary’s Sugar Liquidation Sale running across digital, OOH, social, radio and broadcast partnerships throughout the summer. Gary has even teamed up with Love Island to bring the campaign to life.
The campaign, ‘THAT’S UNXPECTED,’ centres around Gary’s Sugar Liquidation Sale, an idea born from the premise that, after removing all the sugar from the new range, Long White was left with mountains of it. With no use for the excess, Gary, the campaign’s salesman, is trying to sell it off any way he can.
Incorporating OOH creative variations of classic 90s retail tropes, the campaign launched with a tease phase that hinted at the upcoming “Sugar Liquidation Sale”. It then rolled into a full launch that saw street poster executions appear nationwide, alongside a suite of broadcast film assets – all starring Gary in his sugary escapades.
The story continues online through a series of social giveaways and a content series that dives deeper into Gary’s life as he tries to shift his surplus stock.
A tongue-in-cheek 90s-style website, created by Droga5 ANZ, complete with widgets and lo-fi design, houses Gary’s online sale, while a 15-second radio spot brings the chaos to life with an irresistibly catchy jingle: “X cut the sugar, but Gary’s got a plan. Grab a sweet deal, crack open a can!”
Gary has even made his way into the villa with a Love Island Australia and TVNZ partnership, appearing in idents and Ad on Pause assets throughout the season. A limited-edition merchandise capsule, branded with Gary’s Liquidation Sale illustrations, will also be shared with fans, partners, and customers as part of the campaign’s engagement activity.
“The campaign is about reclaiming Long White’s place at the heart of Kiwi social culture. It’s all about showing up in unexpected ways and reminding New Zealanders that Long White is synonymous with good times. X by Long White gives our drinkers the same great taste they love, now in a sugar-free option – without losing any of the fun,” Tatyana Dickson, general manager, marketing, Asahi Beverages NZ, said.
“With summer fast approaching and competition in the light RTD category heating up, going out with expected messaging in a sea of sameness just wasn’t an option. Instead, we asked ourselves: what’s the most unexpected way to celebrate a sugar-free drink? The answer was simple: sell the sugar,” Christie Cooper, executive creative director, Droga5 ANZ, said.
“Gary’s Sugar Liquidation Sale brings humour, nostalgia and genuine Kiwi charm to the category. It’s fun, self-aware, and undeniably Long White,” James Conner, executive creative director, Droga5 ANZ, added.
Credits:
Client: Asahi Beverages NZ Limited
GM Marketing: Tatyana Dickson
Marketing Manager – Light RTD’s: Jonathan Rea
Senior Brand Manager: Monique O’Neil
Creative Agency: Droga5 ANZ, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Christie Cooper & James Conner
Chief Strategy Officer: Stevie Weber
GM & Executive Producer: Rosie Grayson
Group Business Director: James Allan
Art Director: Zac Nairn
Copywriter: Casey Clarke
Design Lead: Lucinda Fortescue-Hansen
Designer: Vivian Heng
Finished Artist: Lisa Stowers
Integrated Producer: Callum Crabb
Production Company: Reel Factory
Director: Ryan Heron
Executive Producer: Dan Watkins
Producer: Pippa Keiller
Composition and Sound Design: Cam Ballantyne, Beatworms
Design: One Design
Illustration: Blair Sayer, Watermark
