AUCKLAND, Today: Premixed drinks company Part Time Rangers have launched their new Brown Kiwi with a campaign from Pitchblack that rallies Ranger fans to support the national icon.
Pitchblack played on the nocturnal nature of our national bird, by designing a limited-edition highly luminous glow-in-the-dark icon that will appear on some cans.
A teaser video featuring night-time projections launched the campaign, igniting a nationwide treasure hunt for 2400 limited edition glow-in-the-dark cans.
PTR’s Oliver Deane said: “The one-off cans have caused a massive stir on social already, becoming an illuminated beacon of drinking for good.
“We’ve absolutely loved Pitchblack’s campaign for the launch of Brown Kiwi.”
“We’ve absolutely loved Pitchblack’s campaign for the launch of Brown Kiwi, which is shaping up to be one of our most successful product launches yet.”
The Brown Kiwi icon has also been brought to life in outdoor, through Lumo Digital’s time-targeted, illuminated technology.
The new Brown Kiwi features a delicious blend of premium whisky, ginger & lime, with 10% of profits going to the Rangers’ new charity partner, Kiwis for Kiwi.
Deane: “And with Kiwis seeing a 2% population decline each year, the initiative couldn’t have come at a better time.”
The campaign launches this week, and features OOH, social, POS, PR and influencer seeding.
Creative Agency: Pitchblack
Production Company: Jetblack
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