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Ride the Wave of Good Times with GOOD TiDES Hard Seltzer Spot

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TBWA\Melbourne's brand platform celebrates the feeling of kicking back with friends

Ride the Wave of Good Times with GOOD TiDES Hard Seltzer Spot

GOOD TiDES Hard Seltzer, Australia’s much-loved refreshing vodka and sparkling water seltzers, has today launched its new brand platform and first fully integrated campaign – ‘Where Good Tides Resides’.

Using fun layered visuals, the new campaign celebrates the special feeling you get when enjoying good times with the crew, kicking back and going with the flow (a much-welcomed departure from the world of lockdowns, quarantines and curfews). 

TBWA\Melbourne says: ‘We’re incredibly excited to work with CUB, which is a proud part of Asahi Beverages, on GOOD TiDES and bring to life a campaign that is directly inspired by the product and captures the refreshing nature of the Australian coast.

“As one of the first alcoholic seltzers to launch in the Australian market back in 2020, GOOD TiDES has already made a huge impact in the drinks space, and we’re looking forward to seeing what the year ahead has in store.”

Directed by Collider’s Beatrice Peggard and set to ‘Bystander’ by Cool Sounds, the campaign uses a mixed media approach to create a picturesque campaign that follows a group of friends across secluded beaches to the scenic wilderness. All brought to life across TV, VOD, Social and OOH.

GOOD TiDES brand manager Wendy Lin says: “To date the seltzer category has often led with functional comms, so we wanted to have some fun and stand out from the rest of the category. GOOD TiDES has had an amazing response from Australian drinkers who love its refreshing taste driven by a hint of natural fruit flavouring and triple-distilled premium vodka.”

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Client: Carlton & United Breweries

General Manager – CUB Premium Beverages: Michael Ritoli

Acting General Manager – Marketing: Lauren Fildes

Marketing Manager – Cider, Seltzer & Lighter Drinking: Stacey Lowther

Brand Manager – Seltzer & Lighter Drinking: Wendy Lin

Head of Insights & Capability: Sarah Wilcox

Consumer Insights Manager: Johanna Isaacs

Group Senior Manager Corporate Affairs: Sabine Wolff

Legal Counsel: Lara Howden

CUB Creative Consultant: Nick Worthington


Creative Agency: TBWA|Melbourne


Media Agency: PHD


Production Company: Collider

Director: Beatrice Pegard

Producer: Annie Schutt

Executive Producer: Karen Bryson

DOP: Campbell Brown

Post Production

Post Production Company: ARC EDIT

Editor: Jo Scott

Colourist: Ferg Rotherham

Online: Eugene Richards & Chris Betteridge

Post Producer: Michaela Fenton


Audio: Squeak E. Clean Studios

Genres: People

Categories: Alcopops, Alcoholic Beverages

TBWA\Melbourne, Mon, 07 Feb 2022 09:10:07 GMT