Coca-Cola Amatil appoint Hunter to work on brand strategy for premium alcohol brand division
Coca-Cola Amatil (CCA) has appointed Melbourne-based creative agency Hunter without a pitch to work on a new brand strategy for its new premium alcohol brand division, The Exchange.
The brief covers new brand strategies for CCA’s premium alcohol portfolio which includes Bounty Rum, Maker’s Mark, Jim Beam Small Batch and Laphroaig
CCA future brands manager for its licensed division Julian Train said: “We wanted to challenge the way premium alcoholic brands are sold in Australia, and so we needed a creative partner that was used to challenging convention.
“Hunter appealed to us as an agency able to balance strategy and long-term thinking without resorting to the cookie-cutter solutions that are all too common in the industry.”
Train said Hunter’s ability to be nimble, strategic and collaborative as well as their success with Grolsch were all factors in CCA’s decision to award the agency its business.
The agency has launched new initiatives including a bespoke collection with New Zealand’s Taus Ceramics exclusively for Maker’s Mark and Brisbane’s Tryp Hotel.
Hunter managing director Simon Hakim said: “Coca-Cola Amatil is the type of client we love to work with. They’re a challenger in this particular market and they’re not opposed to giving it a bit of a shake-up. That’s meant we’ve really been able to do the work we love doing for them.”
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Well there’s something novel…large corp appointing agency without a pitching. Should be more of it! Well done Hunter.
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That’s a great win. And good on CCA for going with a genuine independent!
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