Vodka Cruiser launches new brand platform ‘Say Less’ with TBWA Melbourne

Premix brand Vodka Cruiser has today launched its new brand platform – “Say Less” via TBWA\Melbourne.

Inspired by a love for nostalgia and the rise of Y2K culture, ‘Say Less’ champions a fun, carefree attitude. Supporting the launch is newly announced brand ambassador, Aussie comedian Lucinda “Froomes” Price.

The campaign will run across PR, social media, Spotify, Vevo and Twitch.

Inspired by ‘nowstalgia’, where nostalgia meets Y2K culture, the campaign champions confidence, infectious energy and a cheeky attitude. The brand tagline Say Less, simply means being 100% on board, whether your friends are offering you the AUX cord, an invite to a pool party or grabbing a pair of servo sunnies.


“I have been obsessed with Vodka Cruiser since I was legally allowed to be, so this partnership has me feeling like Charlie in the Chocolate Factory. I’m beyond excited to be cooking up some fun, fruity ideas for the year ahead and can’t wait to share them with my fellow Vodka Cruiser superfans,” said Price.

Brand manager of Vodka Cruiser, Michael O’Donoghue explained: “Over the past two decades, Vodka Cruiser has managed to influence a number of generations. For some, Vodka Cruisers are a throwback – and for others, it’s their favourite drink right now.

“We set out to create a platform that would effortlessly celebrate our past, but also pave the way for its future. Fortunately for us, the resurgence of the Y2K fashion trend couldn’t be a more perfect fit, and we are super excited about how it brings to life the attitude and personality of Vodka Cruiser.”


Carlton & United Breweries Premium Beverages

GM CUB Premium Beverages at Carlton & United Breweries: Michael Ritoli

Head of Portfolio, RTDs & Spirits: Ben Eyles

Brand Manager: Michael O’Donoghue

Assistant Brand Manager: Jacob Gyzen

Project Lead: Nathalia Chua

Consumer Insights Manager: Johanna Isaacs

Senior Manager Media & Digital: Christie McGuire

Digital Planner: Sophie Baker

CUB Marketing Communications Agency: CUBHOUSE

Creative Agency: TBWA\Melbourne

Media Agency: PHD


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