Asahi Beverages NZ has launched X by Long White, a new sugar-free sub-range of its popular RTD brand, with an unexpected twist – a campaign that sees the brand selling off its leftover sugar.
Created by Droga5 ANZ, part of Accenture Song, the integrated campaign introduces a new brand platform, That’s Unxpected, designed to challenge category conventions and celebrate the brand’s playful spirit. The launch centres on Gary’s Sugar Liquidation Sale, a nostalgic 90s-style retail concept that brings humour to the sugar-free message.
The campaign’s story follows Gary, a well-meaning salesman attempting to offload “mountains” of sugar left over after Long White’s reformulation. The campaign rolled out across outdoor, digital, broadcast and social, including a teaser phase that built anticipation for the sale before expanding to national OOH and film assets featuring Gary’s chaotic escapades.
A retro website created by Droga5 ANZ, complete with widgets, lo-fi design and a jingle-driven radio ad, brings the concept online. Fans can even call 0800 4SUGAR to leave offers for Gary directly, extending the humour across touchpoints.
To reach younger audiences, Gary has also made his way into the villa through partnerships with Love Island Australia and TVNZ, appearing in idents and Ad on Pause assets throughout the season. A limited-edition merchandise capsule branded with Gary’s Liquidation Sale artwork is also being shared with fans and trade partners.
Tatyana Dickson, General Manager – Marketing, Asahi Beverages NZ, said the campaign was about reclaiming Long White’s place in Kiwi social culture. “It’s all about showing up in unexpected ways and reminding New Zealanders that Long White is synonymous with good times. X by Long White gives our drinkers the same great taste they love, now in a sugar-free option — without losing any of the fun.”
Christie Cooper, Executive Creative Director, Droga5 ANZ, added: “With summer fast approaching and competition in the light RTD category heating up, going out with expected messaging in a sea of sameness just wasn’t an option. Instead, we asked ourselves: what’s the most unexpected way to celebrate a sugar-free drink? The answer was simple: sell the sugar.”
James Conner, Executive Creative Director, Droga5 ANZ, said the campaign brings “humour, nostalgia and genuine Kiwi charm to the category. It’s fun, self-aware, and undeniably Long White.”
X by Long White is now available nationwide in New Zealand, with Gary’s Sugar Liquidation Sale running across digital, OOH, social, radio and broadcast partnerships throughout the summer.
CREDITS:
Client: Asahi Beverages NZ Limited
GM Marketing: Tatyana Dickson
Marketing Manager – Light RTD’s: Jonathan Rea
Senior Brand Manager: Monique O’Neil
Creative Agency: Droga5 ANZ, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Christie Cooper & James Conner
Chief Strategy Officer: Stevie Weber
GM & Executive Producer: Rosie Grayson
Group Business Director: James Allan
Art Director: Zac Nairn
Copywriter: Casey Clarke
Design Lead: Lucinda Fortescue-Hansen
Designer: Vivian Heng
Finished Artist: Lisa Stowers
Integrated Producer: Callum Crabb
Production Company: Reel Factory
Director: Ryan Heron
Executive Producer: Dan Watkins
Producer: Pippa Keiller
Composition and Sound Design: Cam Ballantyne, Beatworms
Design: One Design
Illustration: Blair Sayer, Watermark