The Works has announced the launch of ‘Question Everything’ a new brand platform and campaign for their newest client, Archie Rose.
As a nine-year-old independently owned and operated Australian multi-spirit distillery, Archie Rose has garnered a devoted following among existing customers, with a reputation primarily built on white spirits – particularly gin. However in line with whisky now available at volume due to the Botany Distillery, Archie Rose had a vision of taking the highest quality Australian spirits across multiple categories to the world.
Archie Rose approached The Works with a twofold vision – to educate Australians about their extensive range of spirits and to transform the perception and desire for Australian spirits. Traditionally, excellence in the world of spirits has been synonymous with adhering to established norms. Archie Rose aims to challenge this status quo. Enter ‘Question Everything’.
The brand platform reflects Archie Rose’s relentless curiosity, paired with utmost respect for the traditions surrounding the craft of spirits, which has enabled them to bring heightened experiences to the world.
Archie Rose is not only Australia’s most-awarded distillery but also enjoys regular recognition on the global stage. The ‘Question Everything’ campaign invites consumers to rethink their choices, encouraging a departure from conventional norms and fostering a new appreciation for Australian spirits and the innovative and exceptional whisky, gin, vodka, and rum offerings of Archie Rose.
Executive creative director at The Works, Iggy Rodriguez said: “We want to give credit to the Archie Rose team for treating us like a partner and being so collaborative in working together to shape this new direction for the brand. Question Everything is more than a campaign – it’s a business philosophy baked into every step of the process. From the spirits to the bar, live experiences, new product launches and communications, it’s by questioning everything in the world of the traditional spirits that have led Archie Rose to be the pioneer brand they are today.”
Nikki McColl, client lead at SPEED said, “We continue to be inspired by the vision of the team at Archie Rose and it’s been a joy working with The Works to bring that vision to life in such a compelling way through out-of-home and BVOD.”
Victoria Tulloch, head of marketing at Archie Rose said, “Our new brand platform, Question Everything, is a great embodiment of Archie Rose’s dedication to producing the highest quality Australian spirits for almost ten years and our brand values of unconstrained creativity, fanatical excellence and innovation. It’s been a pleasure working with The Works to develop the platform and to share its first iteration via our new out-of-home and video campaign.”
The ‘Question Everything’ platform invites Australians to explore the world of Archie Rose and discover the exceptional spirits that challenge traditions and redefine excellence.
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