Hard Launch 6%

STRATEGY
In true Aussie cheeky fashion, let’s subtly weave the number 6 into every aspect of ourlaunch, without spotlighting the high ABV. This playful nod to 6% aligns with the brand’s cheeky positioning — pushing the envelope in a way that’s lighthearted and mischievous.

APPROACH
We partner with up and coming Aussie comedians (up to 6x pending rates). This would be captured in a hidden camera style prank video, grabbing the genuine reactions of shoppers.

OUTPUT
We would capture all the moments as the comedians arrive, get up on the counter and start performing. Allowing us to create 6 hero videos as well as a suite of BTS style edits.

*Unfortunately this didn't make the final stage of approvals due to ABAC barriers. The images and video you see below is our new soft launch vs hard launch approach. This campaign was brought to life by soft launching and then hard launching the product.

What's a Soft Launch? A light-handed, slow-moving way to show just enough of your new boo, outfit, purchase, etc.

The soft launch was just be the beginning - the teasers to intrigue and drive curiosity with our audience that a new product is coming.

We then Hard Launched - shouting our love for Hard Rated 6% from the rooftops, showering socials with our shiny new can.