Vodka Cruiser launches ‘Marry Me Cruiser’ summer campaign via TBWA

One of Australia’s ready-to-drink vodka premix brands, Vodka Cruiser, has launched its new summer campaign alongside TBWA\Melbourne, titled ‘Marry Me Cruiser’ – its biggest campaign since 2018.

The new integrated campaign, created by TBWA\Melbourne, launches across PR, with social led by CUB Marketing Communications Agency, Cubhouse, and media led by PHD.

Inspired by lost holidays and a lack of good times due to the pandemic, the campaign celebrates Australians who choose to stay single this ‘hot girl summer’ – defined as a summer where you and your mates are in charge of your own happiness – by giving best friends the chance to “marry” one another and win an epic Vegas-style wedding.

Cruiser fans will be able to enter via Instagram by telling Vodka Cruiser why they should be married to their BFF this summer, followed by the hashtag #MarryMeCruiser.

While the marriage won’t technically be legal, it will be hosted by the creators of the Two Broke Chicks podcast, Sally McMullen and Alex Hourigan – two best friends navigating their way through their late-twenties – to MC the ceremony and afterparty.

Vodka Cruiser brand manager, Michael O’Donoghue commented: “The campaign feels like it couldn’t come at a more perfect time. A lot of Aussies have spent the last two years in and out of lockdowns and we all certainly deserve a summer of fun – what better way to do this than with your closest friends.

“On top of that, it’s an initiative that really captures what Cruiser is all about. We’re a brand that celebrates fun, flavour and colour and we can’t wait to show you all how incredible this wedding is going to be.”

Group Creative Director, Matt Stoddart at TBWA\Melbourne, added: “Besties have been celebrating their friendship with Cruisers for nearly 21 years, so this campaign is going to take that celebration to another level in a way that only Cruiser could.”

Other clients of TBWA Melbourne include, NAB, Deakin University, Coles Insurance, and Emerald Foods.


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