Description:

The RTD market is a massive opportunity. Problem is, it’s so saturated with the same-same it’s getting ridiculous. How do you create an opportunity to stand out?

Our client, Asahi, saw an opportunity to reframe the dark RTD category which was starting to see a decline. With an explosion of new brands in light RTD, dark needed an injection of the same attitude. Attitude was a word that resonated with us.

Doubling down on the same old thing was never going to work. So we did the opposite, we doubled up. On attitude, on colour, on camaraderie, on the unorthodox.

The name Major Major, irreverent by nature is a reflection of a major attitude. Doubling up as a nonconformist. The antidote to the new same-same pastel plain. The alcohol chiller is a chaotic space. Brands screaming for attention from every angle. Being iconic was key, so black across the brand was a conscious choice to get some brand blocking and shelf ownership. It was a signal for dark RTD’s, but we needed to lift it, we needed to add some light to the dark. So our brand mark became our beacon of light.

The mark is a true representation of this creative expression and the characterful typeface is eclectic, bold and expressive. Able to lend its hand to any subject matter, punchy, catchy, repetitive messaging helps create bold communication that cut through with full noise, saying it all in just a few words. An attitude and personality that is honest, positive and fun.

Major Major packaging is all about standing up for authenticity, for individuality. It’s pitched to stand out in the chiller, and stand up at a party. Fighting conformity by doubling up on things in an unexpected way and doubling down on the unorthodox. Liberating individuality in a major way.

There aren’t many new RTD brands that survive the competition of the category. From what started out as a targeted, isolated toe dip into a stale dark RTD segment has exploded into something much bigger across the entire country. It has brought glorious light into the dark RTD market and because of its success, ironically transitioned across to the light RTD segment with a much needed shake up too. It’s Major attitude, with Major results.