The Independant spirit
Branding & Packaging
Beer and Wine
Woodstock sought to increase its appeal and relevance to younger ready-to-drink (RTD) consumers without compromising a large cohort of loyal drinkers, who have been with the brand for many years. The business also sought to align the AU and NZ brand identities, as the countries currently took two very different brand identities to market.
Masculinity has changed – it has grown up from its larrikin ways and become more cool and responsible. We needed to align the Woodstock projection of masculinity and rebellion with the values of a new generation and align the packaging and brandmark with a higher quality product – product testing showed Woodstock to be very highly rated for taste and quality.
Since the launch of the new packaging, sales of Woodstock RTDs have increased 11%. In December 2017 an above-the-line campaign will bring the new direction to life and the brand will continue to support V8 Supercars.