Following a three-way pitch, 12 Below were appointed as the agency charged with creating nudie’s stand-alone brand ‘Wonder Winnie’.
Nudie founder and CEO James Ajaka said: “The idea for Wonder Winnie came when one of the girls in the office made a comment that it was really tough to find a great tasting low calorie quencher that doesn’t have a bitter after-taste and an ingredients panel ridden with different numbers, whether that’s stabilisers or artificial sweeteners”.
“The company’s decision to create Wonder Winnie as a stand-alone brand was because the proposition is so different to nudie’s. nudie is all about ‘nothing but fruit’, ‘fruit on the go’ and ‘two serves of fruit in every bottle’, whereas Wonder Winnie is all about ‘natural thirst quenching’ and ‘low calorie’,” Ajaka commented.
Denise Meier, nudie Brand Governess, said: “12 Below have done a truly amazing job in realising the Wonder Winnie brand. Their fresh approach to the creative process, strategic capability and great attitude to making things happen made all the difference”.
Jonathan Samuel, Director of 12 Below said: “Innovating, creating and breathing life into new brands is what we love most. To work with an iconic Australian drinks brand known for their creativity has been an amazing and fun journey for the team.
“12 Below is all about working intelligently, creatively and with energy and positivity. Although the creative output is king, service is most definitely queen and that’s where we shine.”
Since opening its doors in 2010, 12 below have compiled an impressive and varied client list, including Defence Housing Australia, Emirates Hotels and Resorts, Starwood Hotels, Weight Watchers and even the Professional Kitesurfing World Tour.