Vodka Cruiser has the highest brand mana score of any brand within liquor. When initially briefed on the Vodka Cruiser brand, Core had experienced strong growth. And while part of this success had been driven through Cruiser’s differentiated position of Fun, Flavour & Colour, there was a need to rebuild the Cruiser sub-brands, Free and Black, to also set them up for success.
The Core proposition worked on boldly capturing that moment in time of being young, having fun and not being too serious about the world. Unapologetically feminine, the narrative is expressed by a bright paint splash of colour on the label. Bright, beachy, colours speak to vibrancy and a playful sense of optimism with clean, pastel hued, fruit flavours offering a degree of clarity and discernment.