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Our core audience believed that all RMDs (ready made drinks) are sugary and full of numerous artificial ingredients, they had out grown the category, it had become irrelevant to them and their needs.
How do we change perception and communicate that Long White is the opposite to everything else? With only three ingredients, all natural and from New Zealand, it boldly stands out in a category cluttered with fakeness.

Introducing Long White Vodka’s ‘Lovers of Less’, a new platform for the brand challenging many old rules society places on younger people. Created to open up a positive conversation about living with less, keeping things pure and simple, less fuss, less complications, less ingredients.