Long White rolls out X by Long White with ‘Gary’s Sugar Liquidation Sale’ campaign
New Zealand RTD brand Long White has introduced X by Long White, a sugar-free sub-range, with a new campaign from Droga5 ANZ, part of Accenture Song.
The announcement:
Long White, one of New Zealand’s most loved RTD brands, is flipping the script with the launch of X by Long White, a new sugar-free sub-range designed to reinvigorate the state of fun for Kiwis.
Created in partnership with Droga5 ANZ, part of Accenture Song, the campaign introduces a bold new brand platform, THAT’S UNXPECTED, built on the idea that in a category full of sameness, behaving differently isn’t just refreshing, it’s essential. And what could be more unexpected than launching a sugar-free drink with a sugar sale?
The campaign centres around Gary’s Sugar Liquidation Sale, an absurdly fun and nostalgic idea born from the premise that, after removing all the sugar from the new range, Long White was left with mountains of it. With no use for the excess, Gary, the campaign’s loveable yet slightly desperate salesman, is trying to sell it off any way he can.
Incorporating OOH creative variations of classic 90s retail tropes, the campaign launched with a tease phase that hinted at the upcoming “Sugar Liquidation Sale”. It then rolled into a full launch with additional street poster executions nationwide, alongside a suite of broadcast film assets — all starring Gary in his sugary escapades. The story continues online through social giveaways and a content series exploring Gary’s attempts to shift his surplus stock.
A tongue-in-cheek 90s-style website, created by Droga5 ANZ, complete with widgets and lo-fi design, houses Gary’s online sale, while a 15-second radio spot brings the chaos to life with a catchy jingle: “X cut the sugar, but Gary’s got a plan. Grab a sweet deal, crack open a can!” A dedicated phone line, 0800 4SUGAR, allows fans to leave offers for Gary.
To extend the campaign’s reach, Gary has appeared in partnership content with Love Island Australia and TVNZ, and a limited-edition merchandise capsule featuring Gary’s Liquidation Sale illustrations is being shared with fans, partners, and customers.
X by Long White has launched nationwide in New Zealand, with Gary’s Sugar Liquidation Sale running across digital, OOH, social, radio and broadcast partnerships throughout the summer.
To view Long White’s campaign site, visit sugarliquidationsale.co.nz
Tatyana Dickson, general manager – marketing, Asahi Beverages NZ says: “The campaign is about reclaiming Long White’s place at the heart of Kiwi social culture. It’s all about showing up in unexpected ways and reminding New Zealanders that Long White is synonymous with good times. X by Long White gives our drinkers the same great taste they love, now in a sugar-free option – without losing any of the fun.”
Christie Cooper, executive creative director, Droga5 ANZ says: “With summer fast approaching and competition in the light RTD category heating up, going out with expected messaging in a sea of sameness just wasn’t an option. Instead, we asked ourselves: what’s the most unexpected way to celebrate a sugar-free drink? The answer was simple: sell the sugar.”
James Conner, executive creative director, Droga5 ANZ adds: “Gary’s Sugar Liquidation Sale brings humour, nostalgia and genuine Kiwi charm to the category. It’s fun, self-aware, and undeniably Long White.”
CAMPAIGN CREDITS:
Client: Asahi Beverages NZ Limited
GM Marketing: Tatyana Dickson
Marketing Manager – Light RTD’s: Jonathan Rea
Senior Brand Manager: Monique O’NeilCreative Agency: Droga5 ANZ, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Christie Cooper & James Conner
Chief Strategy Officer: Stevie Weber
GM & Executive Producer: Rosie Grayson
Group Business Director: James Allan
Art Director: Zac Nairn
Copywriter: Casey Clarke
Design Lead: Lucinda Fortescue-Hansen
Designer: Vivian Heng
Finished Artist: Lisa Stowers
Integrated Producer: Callum CrabbProduction Company: Reel Factory
Director: Ryan Heron
Executive Producer: Dan Watkins
Producer: Pippa Keiller
Composition and Sound Design: Cam Ballantyne, Beatworms
Design: One Design Illustration: Blair Sayer, Watermark
Source: Catfish Media
