I partnered with TBWA to help unify Instant Kiwi under a renewed brand platform that celebrated its place in everyday Kiwi culture.
Instant Kiwi has been part of New Zealand life since 1989, a small moment of excitement, a simple pleasure, a hopeful scratch. With increasing competition for attention and spend, the challenge was to reconnect the brand with mainstream Kiwi culture while reinforcing what makes Instant Kiwi distinctly local.
The platform “You Little Beauty” became a celebration of the uniquely Kiwi joy of playing and winning; reviving a familiar phrase that instantly evokes optimism, humour and delight. The campaign brought this idea to life across TVC, digital and retail, positioning Instant Kiwi as the most recognisable Kiwi way to win.
