October 26, 2020

Programmatic

In a world where nearly everyone is always online, there is no offline.

The Pitchblack and Part Time Rangers glow-up

Pitchblack Partners and Part Time Rangers have launched a special Brown Kiwi edition to encourage Kiwi conservation.

At first glance the Brown Kiwi cans are standard to its other lines, but like real Kiwis, these drinks are nocturnal.

The glow in the dark cans are limited, and have inspired people to hunt for the luminous birds among cases.

 “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. It’s been awesome to see the campaign fire-up our Ranger community and also bring in new members to the team – all keen to conserve our national bird,” says Oliver Deane, Part Time Rangers. 

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 percent of profits going to the Rangers’ new charity partner, Kiwis for Kiwi. And with Kiwis seeing a 2 percent 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. 

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