creative copywriter
creative copywriter
Cruiser had been sipped, strawpedoed, and snorkelled by Aussies for over 21 years. But despite its cult status, the brand had never really done much advertising. They had been completely defined by their drinkers and needed to find a way to join the conversation before it faded out.
So we started with a simple truth – when you’re having a Cruiser, you’re not messing around with formalities, small talk, and the boring bits. You’re getting right to having fun. Because the best things in life don’t need a lengthy explanation, they’re just a given.
And with that the philosophy of Cruiser was born: Say Less.
Cruiser was born in the early noughties, and with Y2K culture making a comeback, it was only right to dust off our speed-dealer sunnies, Windows 95 icons, and tie-die jeans, for a whole new design language for Cruiser – that was both a throwback for existing drinkers and edgy for new ones.
Cruiser was about to show up at clubs and bars all around Australia and needed to get the word out – that finally this pre could be enjoyed on the town. They also happened to be turning 21. So there was really only one logical and insane solution… a 21st-birthday Cruiser… yes, a Cruiser Magnum, that you could win at the bar.
And it absolutely took off, getting featured in pretty much every news outlet in Australia, even making its way to the UK and New Zealand on radio segments and print media. With thousands tagging their Cruiser-obsessed friends and fam to enter and win this club experience.
There’s nothing worse than your BFF dropping you for some newfound fling just as summer starts. Suddenly all those plans of hitting clubs and festivals together, getting 2am kebabs, and holding each other’s hair back, are completely ruined.
And after two years of lockdowns, the summer of 2021 was set to be the biggest ‘hot girl summer’ yet. So, we wanted to help keep besties everywhere loyal – to a summer of singleness, together.
How? By marrying them of course. In a holy hot girl summer matrimony.