Independent Liquor adds refreshing twist to Woodstock Easy Roller launch via TBWA NZ

Screen Shot 2017-10-03 at 10.45.57 am.jpgTBWA and Independent Liquor have created a new campaign to celebrate the launch of Woodstock Easy Roller, the newest addition to the Woodstock range and a refreshing twist on traditional bourbon.

The campaign showcases the two new Woodstock flavours, Bourbon & Ginger Beer and Bourbon & Crisp Apple with a refreshing twist on an iconic track 'The Lion Sleeps Tonight' (Wimoweh).

Says Christy Peacock, executive creative director at TBWA: "Woodstock Easy Roller is a game changer for both the Woodstock brand and the bourbon category. To bring it to life we flipped an everyday setting and an iconic track on its head. We found some incredible local talent who deliver this piece of music in a completely unexpected and Kiwi way."

Woodstock as category leader saw a growth opportunity in non-cola bourbon RTDs and created a beverage that is refreshing, easy to drink and exclusive to traditional liquor. Research played a key role in the product's development; 75% of New Zealanders surveyed said they would purchase and Ginger Beer and Apple flavours appeal to 70% of consumers.

Says Laura Youngman, senior brand manager RTDs and spirits: "This is an exciting launch for Woodstock just in time for summer, it's a full flavoured, refreshing bourbon drink perfect for summer days and catching up with mates. We've blended authentic barrel aged bourbon with refreshing mixers that will appeal to both bourbon drinkers and beer lovers."

The Woodstock Easy Roller campaign will be appear in outdoor, digital, social and in-store.

Agency: TBWA Group NZ
ECD: Christy Peacock
CD: Julian Andrews
Creatives: David Sylvester, Watchara Tansrikeat
Senior Business Director: Angelina Farry
Account Director: Aimee Knox
Agency Producer: Jodie Hari
Production Company: Fish n Clips
Director: Jason Bock
Producer: Tulsi Bramley
DOP: David Garbett
Production Designer: Jon Lithgow
Offline Editor: Mandy VFX
Colourist: Mandy VFX
Online Editor: Mandy VFX
Post Production Producer: Anita Ward
Original Music: Liquid Studios
Composition: Liquid Studios - Peter van der Fluit
Vocals: Phil Madsen
Sound Design & Mix: Liquid Studios - Craig Matuschka
Social Media Edits: Jim Hudson
Client: Independent Liquor New Zealand
Senior Brand Manager RTDs & Spirits: Laura Youngman
Group Category Manager RTDs & Spirits: Tamara Blomfield


It's said:


The Judge said:

I think TBWA wins the Battle of the Refreshing Different/Twist.

Such unfortunate timing. But it happens. Well done, hard luck DDB. But not groundbreaking work, just nicely executed piece of work that seems awfully familiar.

HJ said:

Entertaining (main character v funny) but fail to see relevance.

Instead of rock music to folk song anthem, perhaps an italian opera scene to rock song headbanging would have worked better.

The jury said:

I always imagine the judge is a planner from some shit agency.
Maybe once upon a time, years ago they were periphally involved in something good. No doubt they remind their colleagues about it in every briefing. But their days of being relevant are long gone, so they come here now and imagine what they’d say if someone presented the idea to them. But deep down, they know.
No one cares what they think.

And your point is? said:

What impression is this ad supposed to make on Woody drinkers?
A: These RTDs are helium infused so I'll have a hilarious falsetto afterwards?
B: Dad drinks these alcopops, so they must be good?
C: The target have fond memories of this track from bedtime so it'll spur sales?
I note that no planners were harmed in the creation of this ad.

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