Distell wanted to launch their new brand EDGE and land the brand intrinsic: "Where beer and cider meet." We worked with the brand intrinsic that speaks to EDGE being the best of both categories: the satisfaction of beer and the refreshment of cider. We launched an integrated campaign with a TVC starring characters that the South African audience knows and loves from the worlds of beer and cider TVCs. Interactive digital assets were also created to support the messaging.