Effies
Australia
How Half & Half Had a Doozy and Won a Place in the National Comp
Agency
Richards Rose
Client
doozy drinks
Awards
Finalist
New Product or Service
Summary
doozy drinks faced pressure to scale and stand out in a saturated RTD market. The brand's solution was the Half & Half, a full-flavoured, premium beverage designed to break from the "better-for-you" seltzer trend. By ripping up the superficial RTD playbook, doozy embraced a creative platform built on surprising cultural mashups, led by a professional footballer. This brave play successfully won national distribution for the rookie brand and boosted its average store sales by a remarkable 53%.
Case study
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Credits
| Tasia Kuznichenko | Strategist | Richards Rose |
| Joseph Smeaton | Head of Strategy | Richards Rose |
| Sarah Racheha | Account Executive | Richards Rose |
| Alex Stainton | Executive Creative Director | Richards Rose |
| Gemma Easton | Copywriter | Richards Rose |
| David Jones-Hawke | Art-Director | Richards Rose |
| Taylor Gooley | Producer | Richards Rose |
| Tully Miller | Assistant Producer | Richards Rose |
| Alistair Donald | Studio Manager | Richards Rose |
| Kurt Tilse | Director and Photographer | House of Groms |
| Harry Hayward | Owner/Executive Director | doozy drinks |
| Ollie Florent | Owner/Executive Director | doozy drinks |
| Will Hayward | Owner/Executive Director | doozy drinks |
| Isaac Heeney | Founding Investor | doozy drinks |
| Digby Richards | Owner/Executive Director | doozy drinks |
| Alice Hayward | Operations Manager | doozy drinks |
| Toby Farrington | Associate Investment Director | Kaimera |