The Brief

Pals is always looking for ways to do something fun around new flavour launches. For Dry July, they were introducing their first zero-alcohol drop and wanted to make it feel just as special as any other release. They also had The Red One lined up – a full-flavour launch with plenty of buzz already building. As long time friends (and drinkers) of the brand we were brought on board to create seeding kits.

The Execution

For the zero-alcohol release, we kept it playful. We designed an “Emergency Pals Box”—something you could crack open when Dry July started to feel a bit too dry. Same taste, zero booze. For The Red One, the hype was already strong thanks to a billboard teaser campaign across New Zealand, so we leaned into that. We scaled up the iconic Pals box and turned it into a working icebox – big enough for a party with pals. Both kits were real, useful, and unexpected.