Kinnie Summer Campaign
A bold 360° campaign for Kinnie to launch their new positioning: ‘Drink Different’. Through vibrant TVC, OOH and social, we brought their flavour-first philosophy to life.
The Brief
Kinnie was ready to step into a bold new chapter. With a strategic repositioning aimed at energising the brand and appealing to new markets, Kinnie wanted a campaign that would shout their new philosophy loud and clear: “Drink Different.”
Our brief was to bring this to life through a vibrant, attention-grabbing 360 campaign - including TVC, OOH, and social media assets - that would connect with the Kinnie tribe and reflect a renewed brand energy.
The Work
At the heart of the campaign was Kinnie’s new brand idea, “Drink Different”. This signifies a celebration of individuality, imagination and seeing the world with fresh perspective. Kinnie isn’t trying to fit in. It’s a brand that embraces difference and invites its community to do the same, bringing the tribe together through a shared sense of spirit and creativity.
Our roll-out and campaign strategy focused on expressing this new direction through the lifestyle and outlook of the tribe, showing up in a way that’s playful, bold, and full of surprising energy.
The creative concept, “Through the Orange Lens”, encapsulated this shift. Kinnie isn’t just a drink, it’s a different way of seeing. Through the iconic orange-tinted glasses, everyday moments feel brighter, bigger, more exciting. This lens became a visual metaphor for the brand’s evolved mindset and flavour-first philosophy.
The TVC, brought to life alongside the creative talents at MAKA, captured the moment everything changes. As the glasses go on, the scene becomes more vibrant, more saturated, more alive. The transformation is immediate - a bold shift in energy, just like taking that first sip.
We extended this visual identity across OOH and social channels. The campaign featured members of the tribe front and centre, each immersed in their Kinnie moment, seen through the distinctive orange lens. For socials, we created a series of bold and playful posts that reflected the brand’s new energy and brought its refreshed personality to life. Every detail, from the vibrant colour grading to the styling was designed to mirror the lively feel of the TVC and establish a cohesive visual language throughout the campaign.
Together, these creative choices didn’t just tell people to “Drink Different.”
They let the tribe see and feel what makes Kinnie original.
