Locally-produced drinks brand StrangeLove Beverage Co. has announced the launch of its first mainstream Above The Line (ATL) brand campaign via emerging creative indie powerhouse, Today the Brave.
Founded in 2012, StrangeLove began with a simple, not-very-thought-out organic ginger beer energy elixir and has since expanded into a range of over 40 products, spanning three distinct categories: Lo-Cal Soda, Mineral Water, and Premium Mixers.
StrangeLove’s commitment to pushing creative boundaries means it now produces close to 40 different products, supported by a horrifically complex supply chain of exotic and expensive ingredients. This complexity has also proved challenging in terms of articulating a clear brand truth that resonates with consumers.
“I was drowning in a prison of my own making. After 12 years of carelessly pursuing every culinary avenue and flavour trend, we ended up with an impressive portfolio of delectable – and prohibitively expensive – beverages but still had no way to communicate what the hell we actually do,” said StrangeLove co-founder and creative director, James Bruce.
Today the Brave was instrumental in helping define and distil the brand’s DNA.
“After many long sessions with Today the Brave, we landed on a simple truth: we make drinks, for no other reason than making great drinks. We honestly aspire to make drinks more interesting and make drinking drinks better for drink drinkers everywhere.”
The clear and compelling brand platform, “Drinks for drinks’ sake,” encapsulates StrangeLove’s mission of making impossibly good drinks possible. It is not confined to any one product type or category, allowing the brand to flex its irreverent and often unintentionally honest, dark-humoured brand tone across its entire portfolio.
“Partnering with StrangeLove was a no-brainer for us as an agency – they’re brave, disrupting the category, and to be frank, a lot of fun to work with,” said Jade Manning, creative partner, Today the Brave.
“As an innovative Australian-made brand, they’re really shaking things up in the premium mixer and adult soft drink space, which is ripe for disruption – and a sense of humour.”
Look out for this category-disrupting campaign, rolling out during the glorious summer drinking months across Metro Melbourne, Sydney, and Brisbane.
Credits
Agency: Today the Brave
Head of Strategy: Alyce Gillis
Creative Partners: Jade Manning, Vince Osmond
Creative Team: Kate Idle, Cyndall McInerney, Hannah Lawson
Head of Design: Ethan Hsu
Operations & Production Director: Alistair Pratten
Resource Director: Kate Gregson
Managing Partner: Jaimes Leggett
Group Business Director: Cosmo Haskard
Account Executive: Anika Berkelouw
Brand: StrangeLove Beverage Co.
Founder: James Bruce
General Manager: Tom Wallage
Brand Manager: Caitlin Lockie
Production Co: Beautiful State
Director: Josh Logue
Executive Producer: Kim Kirby
DOP: Mike Roberts
Heckler – Edit: Andrew Holmes
Grade: Ben Eagleton
Sound: Electric Sheep
Casting: Fountainhead Casting
OOH & Animation: Today the Brave
Media Agency: PHD Melbourne
Group Planning Director: Elizabeth O’Dowd
Planning Director: Courtney Sombekke
Group Business Director: Tess Eastcott
Rollout: 1House
Project Lead (Senior Account Manager): Rochelle Athan
Squad Lead (Group Brand Partner): Brigitte Dagg
Graphic Designer: Anthony Clark
Studio Manager: Dale Cwiklinski
