Lion’s new RTD encourages Kiwis to ‘Go on… Tell the giant what you think’

DDB and Lion’s new ‘Mac’s Ginger Giant’ campaign is a brand-new direction for the well-known craft brand, marking Mac’s first foray into the competitive RTD category.

The campaign celebrates Ginger Giant, alcoholic ginger beer made with New Zealand vodka. With the drink ginger in flavour and giant in taste, the brief to DDB was to be bold.

It features a series of ‘sightings’ of the Ginger Giant himself as he delivers ginger beer up and down the country from his forest cave.  

“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,” say 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.”

DDB Creative Director, Veronica Copestack, said the Mac’s Ginger Giant campaign was designed to bring to life the boldness of the product.

“We were excited to get 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 with outdoor, BVOD, digital and social, the Ginger Giant campaign features a custom built billboard on the corner of Karangahape Road, in central Auckland, which features the giant peering out and reaching over a wall, and is sure to capture attention. 

Go on…Tell the giant what you think.

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