The RTD market is a massive opportunity. Problem is, it’s so saturated with the same-same it’s getting ridiculous. How do you create an opportunity to stand out?

Our client, Asahi, saw an opportunity to reframe the dark RTD category which was starting to see a decline. With an explosion of new brands in light RTD, dark needed an injection of the same attitude. Attitude was a word that resonated with us.

Doubling down on the same old thing was never going to work. So we did the opposite, we doubled up. On attitude, on colour, on camaraderie, on the unorthodox.

The name Major Major, irreverent by nature is a reflection of a major attitude. Doubling up as a nonconformist. The antidote to the new same-same pastel plain. Owning black as a distinctive asset was key, a signal to the dark RTD category, but we needed to lift it, we needed to add some light to the dark. So our brand mark became our beacon of light.