sungazer.

Asahi Beverages Australia launched a new innovation known as ‘Beer Re-Imagined’ aimed at promoting beer… to people that don’t like drinking beer.

The company launched the hero brand for the new ‘Fruity Beer’ sub-category, Sungazer, via a new $4.5 million campaign spanning TV, BVOD, outdoor, paid social and display all the way through summer ‘22/23.

The problem:

Capture Australian beer drinkers, amidst a market shift away from bitter alcoholic beverages.

The solution:

Develop launch assets for a delicious new sub-category known as ‘Fruity Beer’, that features ultra-low bitterness and comes in a variety of natural and sweeter tasting fruit flavours.

my role:

producer // props assist // ‘The Hand’

To support the launch of Sungazer I produced a 15 sec disclaimer TV commercial, composed by CLEMS, to introduce the product to audiences across above-the-line and below-the-line platforms.

Sadly, the talent budget did not stretch to George Costanza - the best-known hand-model on the market. So, naturally I was happy to ‘lend a helping hand’.

In lieu of a healthy budget for casting… I stepped in to fill the gap in the ‘talent’ department… playing the cheeky, thirsty drinker that is told off by the VO for trying to sneak the first taste of Asahi’s delicious new Fruity Beer.

spotify.

I also produced a series of 30s Spotify ads to compliment the ‘Sungazer Disclaimer’ video in a matching, cheeky and playful tone. Ironically, the script, which is written entirely as disclaimer itself, is finished off… by non-other then a… drink responsibly disclaimer. What we fondly called - the disclaimer disclaimer.

still photos.

CUB_Sungazer_Empire_Product_Shot_1_038 2.jpg

I also produced a series of lifestyle and product still photography shoots to launch the new product across social media organic feeds, as well as paid advertising, trade and point of sale channels online (eg. Dan Murphy’s, Liquorland).