Case Study: Cutwater Spirits celebrates smart, effortless living with AKQA

Cutwater Spirits launches Super Bowl campaign in under 30 days with AKQA

AKQA partnered with Cutwater Spirits, an alcohol brand, to address the challenge of standing out as an underdog during the competitive Super Bowl advertising season and creating a memorable, relevant message. The campaign needed to resonate with consumers beyond the event itself.

The solution AKQA implemented was the "Here’s to the lazy ones" campaign, which celebrated laziness as a form of smart working. This approach reframed the brand's convenient canned spirits as a way to achieve a higher quality of life with less effort. As a result, AKQA helped transform Cutwater into a relatable brand that consumers could connect with, creating a powerful and lasting message.

Cutwater Spirits