Religious allusions launch Saintly Hard Seltzer to market
Saintly Hard Seltzer has announced itself to the Australian alcohol market, establishing its brand personality with a campaign that plays on its name.
With the tagline ‘God it’s good’ the ads make a number of references to faith. One makes the comparison between the biblical story of Jesus Christ turning water into wine and the brand turning water into ‘Sunday’s drink’.
Seltzers are alcoholic sparkling waters, made from fermented rice, malt or cane sugar, blended with sparkling water and flavours. It is the fastest growing alcoholic drinks category in the US and has grown in popularity in Australia amongst health-conscious drinkers.
Co-founder, Kieron Barton, said: “Hard Seltzers have exploded in the US – especially in states with better weather – amongst health-conscious millennials who still want to party. We have very similar consumers in Australia, arguably better weather and in addition, sparkling water is such a huge sector within the soft drinks category, this is why we think Hard Seltzers will be a huge success here.
“Saintly is here for this new generation of drinkers who desire to look and feel good, without compromising their wild side. We are a brand that does not conform to the norms, will not hide in the crowd and we have a refreshingly irreverent attitude. We aim to be the patron saint of Sunday sessions everywhere this summer.”
Saintly Hard Seltzer is independently owned and produced locally. It was founded by Chilli Marketing.
The campaign comes from creative studio, Warren. The films were directed by Kai Neville and are backed by a gospel-hip hop track from composer Brendan Woithe of Klang.
Credits
Creative Studio: Warren
Creative Director: Oliver Hammerton
Creatives: Simon Fowler, Nicole Hetherington, Phillip Robbie @ Abel
Director: Kai Neville
Photography: Mia Rankin
Producer: Marcus Butler
DOP: Campbell Brown
Steadicam: Max McLachlan
Music Composer: Brendan Woithe – Klang
Choir: Recorded at Edible Audio, Cape Town.
Editor: Daniel Mitchell
Grade/Post/Online: Matt Fezz
Wardrobe: Jana Pokorny
