Independent creative agency Hunter has won the business for Coca-Cola Amatil's new premium alcohol brand division without a pitch.
Speaking to AdNews, Hunter managing director Simon Hakim said the agency rarely pitches as it targets "creatively rewarding" clients it wants to work with. He said that the appointment shows CCA realises that in a competitve market,“the only way to get some ground-swell is to develop something that is differentiated.”
The appointment will see Hunter working with CCA on an open-ended brief to develop a brand strategy. It will target both a grass-roots and top-down level to get CCA's alcohol brands into venues and to see 'pull through.'
The premium alcohol portfolio, The Exchange, includes brands such as Bounty Rum, Maker's Mark, Jim Beam Small Batch and Laphroaig.
The aim of the long running campaign, which Hakim said will be built up over the next 3 to 4 years, is the focus on the handcrafted quality of brands in The Exchange. So far, Hunter has directed a collaboration with New Zealand's Taus Ceramics to create handcrafted flasks for Maker's Mark, which can be found at Brisbane's Tryp Hotel.
Hunter also commissioned a Scottish artist to handpaint bottles for The Exchange's new website.
While Hakim wouldn't be drawn on other strategies being used for the campagin, he said there would be more to come in 2015 that aim to create something "unique".
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