Social Studies

AUCKLAND, Today: Creative agency Crave have devised a social campaign to launch premium RTD brand Finery Cocktails. Creative director Hadleigh Averill said: “The creative takes a wry approach to Finery’s premium cocktails in a can, utilising a male and female character who are humorously OTT elitist.

“Each 15 second video is shot against a monochrome backdrop that matches the colour of the different cans in the range and ends with the tagline ‘For those who like the finer things in life’.

“Traversing topics such as fine dining, social sports, good taste and even the Queen, the videos poke fun at those who care too much about social status, while weaving in a playful look at the ingredients and product benefits. 

“We needed a social media approach that enabled us to make an a-typical high quality, high price point pre-mix cocktail, appeal to discerning drinkers without alienating mainstream consumers.

“The tongue-in-cheek campaign positions the premium RTD brand as ‘for those who like the finer things in life’.”

The tongue-in-cheek nature of the campaign created the right amount of cut-through required for successful social content, while affording us an opportunity to exaggerate the luxury ingredients that make Finery such a great product.”

The social-first campaign for Finery Cocktails starts with the core range of drinks; Grapefruit, Cucumber & Mint; Ginger, Green Tea, Honey, Mint & Lemon; Vanilla & Elderflower; and Lemon Myrtle, Lime & Black Tea.

In November the campaign focus will shift to a limited-edition Gin cocktail, with the newly developed 0% alcohol range brought to the fore in January, when consumers are looking for alcohol-free alternatives.

Alongside the videos, the campaign also features still photography using the same actors and monochrome sets as well as lifestyle photography that relates to the topics covered in the campaign.

CREDITS

Brand: Finery Cocktails
Creative Agency: Crave
Managing Director: Daniel Hopkirk
Creative Director: Hadleigh Averill
Copywriter: Veronica Copestake
Art Direction: Helen Cregg
Producer: Kat Day
Production company: Swish
Director: Andy Day
Photography: Dave Olsen

About Crave
Crave is a full-service agency that was formed in 2016 by Daniel Hopkirk and Hadleigh Averill. The business has a strong focus on integrated creative ideas that build fame for the brands they work with. Since inception the business has picked up a range of different clients from liquor giants Lion, to rideshare company Ola and industrial company The Ports of Auckland. Crave’s offering provides a range of services to clients with creativity at the heart of everything they do.

• www.craveglobal.co.nz