Long White and Droga5 ANZ are selling sugar. Lots and lots of sugar, in the most ‘90s infomercial ever. It’s loud, it’s garish and it’s absurd. It’s for Gary’s Sugar Liquidation Sale, built on the premise that, after removing all the sugar from the new ready to drink range, X by Long White, the brand was left with mountains of it. With no use for the excess, Gary, the campaign’s loveable yet slightly desperate salesman, is trying to sell it off any way he can.
The commercial is part of Droga5’s new brand platform for Long White, THAT’S UNEXPECTED, and is built on the idea that in a category full of sameness, behaving differently isn’t just refreshing, it’s essential. And what could be more unexpected than launching a sugar-free drink with a sugar sale?
The New Zealand campaign was teased with OOH creative variations of classic ‘90s retail tropes, hinting at the upcoming Sugar Liquidation Sale. The now campaign includes street poster executions and broadcast films – all starring Gary in his sugary escapades. The story continues online through a series of social giveaways and a content series that dives deeper into Gary’s life as he tries to shift his surplus stock.
Christie Cooper, executive creative director, Droga5 ANZ, commented, “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.”
A tongue-in-cheek ‘90s-style website, created by Droga5 ANZ, complete with widgets and lo-fi design, houses Gary’s online sale, while a 15-second radio spot brings the chaos to life with an irresistibly catchy jingle, “X cut the sugar, but Gary’s got a plan. Grab a sweet deal, crack open a can.” And for those that prefer to do their sugar dealing over the telephone, 0800 4SUGAR has been set up where offers can be left for Gary to get back to you.
To extend the campaign’s reach, Gary has even made his way into the villa with a Love Island Australia and TVNZ partnership, appearing in idents and Ad on Pause assets throughout the season. A limited-edition merchandise capsule, branded with Gary’s Liquidation Sale illustrations, will also be shared with fans, partners, and customers as part of the campaign’s engagement activity.
The full campaign covers digital, OOH, social, radio and broadcast partnerships throughout the summer.
Tatyana Dickson, general manager – marketing, Asahi Beverages NZ, stated, “The campaign is about reclaiming Long White’s place at the heart of 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.”
James Conner, executive creative director, Droga5 ANZ added, “Gary’s Sugar Liquidation Sale brings humour, nostalgia and genuine Kiwi charm to the category. It’s fun, self-aware, and undeniably Long White.
Credits:
Client: Asahi Beverages NZ Limited
GM Marketing: Tatyana Dickson
Marketing Manager – Light RTDs: 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 Creative
