Project: The Exchange
Client: Coca-Cola Amatil
Expertise: Brand, Strategy & Identity
“Wanting to challenge the way premium alcoholic brands are sold in Australia, we needed a creative partner that’s used to challenging convention. Hunter's ability to be nimble, strategic and collaborative as well as balance strategy and long-term thinking without resorting to cookie-cutter solutions were all factors in Coca-Cola Amatil’s decision to work with them.” - Julian Train, Future Brands Manager, Licensed Division
With a need to reinvigorate their image amongst a marketing hardened Australian bar scene, beverage giant Coca-Cola Amatil (CCA) saw a gap in the market for a ‘best of breed’ Ambassador-led, premium alcohol division called The Exchange. Operating outside of the constraints of CCA, The Exchange could sidestep previous perceptions and engage with the bar community and public.
However, for all of this to happen, CCA needed a business strategy, brand identity and personality that resonated with the wider audience. This was something that couldn’t be answered with cookie-cutter solutions or thinking. With our experience and success at Rebooting Grolsch, CCA quickly got in touch.
Rolling up our sleeves, our first task was to stop CCA thinking of customers as target markets and treat them as normal people. The next was to humanise the way The Exchange would do things, supporting a customers business as if it was their own. This is where the real non cookie-cutter approach came in. We needed to give customers stuff they actually wanted - bespoke, tailored items that lived beyond the usual shelf-life of mainstream marketing.
Results have been extremely rewarding with The Exchange gaining exposure and industry awards for themselves along with serious growth for the portfolio as a previously sceptical market opens up to new ways of doing things.
Brand strategy, creative strategy, creative direction, art direction, copywriting, brand naming, logo design, brand identity, graphic design, book design, website, social media, project management, production management & execution.