Dirty Dancing

AUCKLAND, Today: Kingsland creative indie Hello has helped Garage Project launch a digital out-of-home campaign to promote their new craft seltzer, Dirty Water.

“The full team have been working tirelessly to create Dirty Water,” says brand manager Matt Sloan. “We’re not the first to market but we’re very confident with what we’ve produced.

“It tastes great, is gluten-free, has nearly no sugar, and is fewer that 90 calories per can.”

The local brewer, known for their original takes on craft beers, have created three thirst-quenching flavours: Pineapple Passion, Lemon Lime and Raspberry Yuzu, available at liquor stores and supermarkets in a mixsix-pack and 10 packs.

“The Garage Project campaign is currently running across the Lumo network nationwide and oOH!media in Wellington.”

To sweeten the deal, Garage Project are donating 10% of all seltzer profits back to the Million Meters Streams Projects, which aims to restore a million meters of waterways across New Zealand.

“The beauty is in the name of the product – and sometimes advertising needs to just get out of the way,” says Hello ECD Gary McCreadie

“They’re taking over the nation, one dirty suburb at a time, from Dirty Kingsland to Dirty Ponsonby, all the way to Dirty Te Aro.”

Hello MD James Polhill said: “We’re enjoying working with the team at Garage Project.

“Dirty Water is a nod to the seltzer snobbery in the beer world and a subtle dig to other clean RTDs on the market that are supposedly good for you.”

The campaign is currently running across the Lumo network nationwide and oOH!media in Wellington.

• garageproject.co.nz