UR SO SUMMER APPLE
Client - Vodka Cruiser Australia
Agency - VaynerMedia Australia
Group Creative Director - Yash Murthy
Strategist - Crystal Chen
Art Director - Kathleen Thomas
Copywriter - Asela Marcelline
charli xcx defined culture in 2024, running the gamut of emotions from "do you have a key???" to "should i reach out to my ex-bestie???".
we partnered with vodka cruiser to launch a
brat-themed summer apple flavour, that brought cruisergirls and partygirls together for an
australian brat summer, worked out on the premix by one club classic meeting another.
born off the back of insights mined through cruiser's socials, we seeded the idea through a single image, that got some great reactions, and then, within 3 months we created the flavour, launching with targeted ooh and social that spoke to our audience through a brat lens.
and people really did bump summer apple, leading to sold out stock, and high engagement across the board, with our guerilla activation even leading to a mini-vodka cruiser summer at laneway united by the simple line of ur so summer apple.
as a big believer in pitch theatre and committing to the bit, i dyed my hair green for the initial client preso.
we were immediately approved.