In 2011, The Edison Agency was were engaged by a savvy ex global Unilever marketer to battle the headwinds of a masterbrand in significant decline and a business that was committed to dramatic change and what transpired was a total revolution of the beloved Vodka Cruiser brand from Asahi Group (formerly Independent Distillers). The objective was to align the product across Australian and New Zealand markets, reignite consumer engagement, and modernize the brand’s visual identity without alienating loyal consumers. What followed was one of the most effective and enduring design transformations in the history of pre-mixed alcohol brands in Australia, with our strategic and creative contribution spanning 10 years and a legacy that now continues under the stewardship of another agency.
The Strategic Impact of the Redesign
The results of this rebrand speak for themselves. Within the first 12 months, the No. 1 Vodka Cruiser flavor saw a 45% growth, a testament to the project’s success. The redesign harmonized the portfolio, making shopper navigation clearer and more intuitive, which drove higher engagement at point of sale. This focus on clarity allowed the brand to deliver on its core promise—offering a rich, fun flavor experience without confusion or clutter, helping to elevate the market share decline by the emerging craft cider category.
One of the most transformative shifts was the reduction in sugar content and desaturation of the product’s liquid color. This change addressed rising consumer health concerns while maintaining the brand’s vibrant, flavor-forward identity. We also approached the revolution of the brand codes with forensic detail, investigating the trademark distinction and branding origins of the original work to demonstrate the opportunity and potential for change. Noting, the brands legacy assets were not unique and shared identical attributes to many free content found online and strangely. In the national identities of Eastern European countries! By instigating these changes, The Edison Agency positioned Vodka Cruiser not only as a playful, relevant reasy-to-drink market leader, but as a more credible and ethically and responsibly brand. These shifts aligned perfectly with the implementation of a broader ethical consumption strategy that has become a staple in brand conversations today.
Vodka Cruiser’s transformation was recognized across the industry, earning multiple Australian design and marketing awards. This acclaim was not just a reflection of the aesthetic appeal but also of the strategic depth of the redesign. By 2016, Vodka Cruiser’s financial health had significantly improved, with losses shrinking from -$6.5 million to just -$1 million.
A Bold, Harmonized Portfolio
The challenge was clear—Vodka Cruiser needed brand consistency across both Australian and New Zealand markets. The Edison Agency’s approach to portfolio architecture was to streamline the product range from 16 ranges, over 100 variant products to 3 core offers, each with clear roles and benefits for consumers. This rationalization allowed for better brand focus and simpler consumer navigation, key factors in driving trial and repeat purchases.
The creation of new brand assets, labeling and carton system was central to this strategy. These assets celebrated the playful and energetic spirit of Vodka Cruiser, enhancing its appeal without falling back on generic or gendered clichés. In an era when visual distinctiveness is critical for brand growth, as evidenced by experts like Dr. Jenni Romaniuk and Byron Sharp, the longevity of these assets is remarkable. Thirteen years later, the core design codes remain in-market, a rare feat that represents an incredible return on investment.
A Responsible and Forward-Thinking Rebrand
At the heart of the redesign was a shift in brand positioning—from a gendered, niche appeal to a more inclusive, responsible, and socially connected narrative. This pivot aligned perfectly with consumer trends toward ethical consumption and healthier choices, leading to the transformation of the Sugar-Free range, which grew 51% in just six months.
The strategic overhaul wasn’t limited to design. The Edison Agency’s work laid the groundwork for the trans-Tasman expansion strategy, ensuring that the brand resonated consistently across both regions. As Marketing guru Mark Ritson has frequently lectured on, a brand’s ability to maintain consistent codes across different markets is essential for building global recognition and trust, and Vodka Cruiser exemplified this approach.
A Lasting Legacy
The 2011 Vodka Cruiser Masterbrand redesign is a cornerstone project in The Edison Agency’s portfolio. Through a combination of strategic clarity, distinctiveness, and consumer-first thinking, the rebrand didn’t just stabilize the brand—it reignited its relevance and created a path to sustained growth. Over a decade later, Vodka Cruiser’s core assets remain as vibrant and effective as ever, a testament to the strength of the strategy and the power of well-executed brand codes.
This project proves that thoughtful design, when paired with a deep understanding of brand strategy and consumer behavior, can lead to incredible, enduring results. As a feature case study, we continue to celebrate this success as an example of how creativity and strategy can come together to drive tangible business outcomes.
- Amber Bonney, Founder of The Edison Agency
Creating, breaking and remaking iconic Australian brands since 2011.
