Woodstock and Droga5 team up to celebrate bromance in new platform

Brewing company Woodstock has launched a new platform with Droga5 ANZ, Celebrate Your Bromance.

Woodstock believes the strongest bonds are more bromantic than romantic – and what better way to celebrate your best bro than with a box of Woodys? says the brand.

“Romance has Valentine’s Day. We thought it was about time bromance had its own celebration,” says Damon Stapleton, Droga5 ANZ’s chief creative officer. “This platform celebrates that bond in a way only Woodstock could, by turning small moments and big gestures into something unforgettable.”

Celebrate bromance in style

Celebrate Your Bromance began with real Kiwi mates and their years of questionable photos and videos. Woodstock put those raw, unfiltered moments on blast, reminding the country what bromance actually looks like.

Then, in grand romantic gesture style, Woodstock helped three Kiwi blokes celebrate their own bromances with extravagant public gestures.

From a plane banner flying over Auckland, to a tattoo of one mate’s face inked permanently on a leg and a bromantic sax serenade that lasted an entire day, the brand made sure these declarations couldn’t be missed.

Popular content creator UceGang also joined in, giving people across the country a chance to share public declarations of bromance on billboards.

Reconnect with your mates

All this activity culminated on Bromance Day, August 14, with Woodstock’s one-night-only pop-up, The Bromantic Bistro.

The restaurant provided a unique blend of fine dining and man-cave vibes, where guests enjoyed a five-course, bourbon-inspired menu, with each dish paired with a Woody.

Tatyana Dickson, GM marketing at Asahi Beverages, says: “Woodstock has always been about over the top friendship and shared moments. With Celebrate Your Bromance, we wanted to reintroduce the brand in a way that’s distinctive, disruptive and true to Kiwi culture. Our goal is to encourage people to reconnect with their mates and create more legendary stories together.”

Connecting bros across the board

In addition, Woodstock sold limited-edition six-pack gift boxes with space for a heartfelt note… or a brutal burn.

On TV, Crowd Goes Wild ran a six-week countdown highlighting the world’s greatest sporting bromances. The series concluded with a live cross to the Bistro, where they interviewed Kurt Eklund and Naitoa Ah Kuoi about their bromance.

On radio, The Rock’s Morning Rumble got Kiwis to spill their funniest bromance stories, backed by bromantic moments radio ads.

The campaign is airing across online video, out of home, radio and on Woodstock’s social owned channels.

The post Woodstock and Droga5 team up to celebrate bromance in new platform appeared first on stoppress.co.nz.