welcome

If you’re wondering why you haven’t heard from us for a while, it’s because we’ve been cavorting with camels. We’ve had the monumental but very fun job of re-branding Inn-keeper Bottleshops to its cheeky new identity, Thirsty Camel.

evolution of the camel

Extensive research prior to the campaign revealed bottleshops had no brand awareness, and customers were generally oblivious to where they bought their alcohol. Thirsty Camel is about to change all that, said Twenty20 director, Rod Curtis:
“The ‘grab and go’ mentality has provided the ultimate challenge for us. We have plumbed the depths of inventiveness and irreverence to make the Thirsty Camel brand impossible to ignore and preferential to patronize.”

gatecrashing camels

In a move away from traditional liquor advertising which focuses on product and price, Twenty20 has created an entire suite of marketing material designed to win over the 18-39 age group with its in-your–face humor. The driving strategy behind the conversion is “The irreverent gatecrashing the mundane”.

hear the camel roar

Spending a total of two years in development, the Thirsty Camel campaign is being rolled out this month; from arresting and irreverent TV ads showing the camel gatecrashing “thirsty moments”, to a two-phase radio campaign of “thirsty moments”, featuring the comedic voices of Peter Moon and Marg Downey.

Branding, signage, store décor, press ads, catalogues, ambient marketing material – “camel bowls” substituting dog bowls outside bottleshops - “beer-o-clock” egg-timers as customer give-aways - point of sale and a website that will ultimately communicate with subscribers daily, are all part of the 360 degree identity overhaul.

United have undergone a massive cultural change and their drive to implement the re-branding across all stores is well underway.

check the camel out

You can see the camel on television right now, or listen to its antics on triple MMM, Fox and Nova. We’ve also uploaded the tv commercials to uTube, so you can check out the beast in action by clicking on the links below:

camel ad 1
camel ad 2
camel ad 3

the team

Client: United, Thirsty Camel Bottleshops - Heidi Solterbeck, Garth Wisher, Donna Wilson, Kevin McCabe
Brandmark Design and Development: Hoyne Design
Account Director & Strategy: Rod Curtis
Creative Director: Fysh Rutherford;
Creative Team: Andrew Panozzo, Matthew Ellis
Production Manager: Glenda Kwan
Design: Rachael Simpson
Media: OMD - Virginia Scully, Vanessa Jagliello, Andrew Brannaghan
Online: GTS interactive
Agency Producer: Beaver
Production: Hub, Flagstaff
Sound: Stevo Williams
Research: Richard Beveridge

Our client, United, reports excellent results already from their members as a result of the new brand.

contact us

5th floor, 141 Flinders Lane
Melbourne, Victoria 3000
9654 7788
info@twenty20.com.au

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