Seth & Riley’s Garage, a recent addition to Carlsberg’s portfolio, , just launched a new worldwide advertising campaign for their hard lemonade drink.
Duval Guillaume was appointed as the lead global agency to develop the core brand platform, strategy, and the full campaign. The tagline for the brand is “Kind of genius. Kind of.” and the core brand idea is: ‘It all starts with an empty garage.’
Valeria Krynetskaya, innovation platform director at Carlsberg Group explains: “The tagline plays right in to the brand attitude, its philosophy and mind-set with an absurd humour in a relaxed manner – humour that Seth & Riley’s Garage will become famous for.’’
“We identified a significant gap for a transitional drink for young adults from sweet beverages to more sophisticated tastes such as beer and wine. The majority of the current alcoholic drinks for this target group are overly sweet and use garish colours to appeal to a very young market. Our proposition is trendy and modern, in a mature and responsible way.’’
“We believe we have bridged the gap with a product that not only tastes great, but has a credible and aspiring proposition for consumers.”
More info about the full campaign can be found on here.