Mac’s Ginger Giant takes on the RTD market

AUCKLAND, Today: Mac’s has made a bold move with their Mac’s Ginger Giant campaign, marking their entry into the competitive RTD market. The campaign introduces Ginger Giant, an alcoholic ginger beer crafted with New Zealand vodka.

Featuring the Ginger Giant delivering ginger beer across the country, the campaign is all about standing out. Mac’s wanted to showcase the boldness of both the flavour and the concept.

“We were excited to do something new and different for Mac’s. The Ginger Giant is packed with personality and lays down a pretty clear challenge; if you don’t like it, tell the giant yourself.” – Veronica Copestack

“Mac’s Ginger Giant is a big new play for Mac’s, and we wanted a campaign that would reflect the product’s personality and put it on the map,” says Alison Futcher, Senior Brand Manager at Lion. “We are delighted with the results and look forward to seeing where we can take our giant and who wants to take him on.”

Veronica Copestack, DDB Creative Director, explained how the campaign embraced the product’s bold personality. “We were excited to do something new and different for Mac’s. The Ginger Giant is packed with personality and lays down a pretty clear challenge; if you don’t like it, tell the giant yourself.”

Launching in August, the campaign spans outdoor, BVOD, digital, and social. One highlight is a custom billboard on Karangahape Road, central Auckland, featuring the giant peering over a wall, making it hard to miss.

Are you ready to take on the giant?

CLIENT CREDITS

Lion Marketing Director: Annemarie Browne
Brand Director Craft: Todd Gordon
Senior Brand Manager: Alison Futcher
Senior Brand Manager: Ella Fairley
Innovation Lead: Kate Goodwin

Agency credits: DDB Group Aotearoa

Production Company: The Post Office
Producer: Jackie Gulik
Producer Assistant: Hannah Williams
DP: Steve Gulik
Camera Assistant: Chris Davison

Ginger Giant Assets