Scottish creative agency wins reality TV stars' drinks brand deal

(L-R) Carl Radke, VP Sales, Loverboy; Amanda Batula, co-founder, Loverboy; Kyle Cooke, co-founder, Loverboy <i>(Image: Loverboy)</i>
(L-R) Carl Radke, VP Sales, Loverboy; Amanda Batula, co-founder, Loverboy; Kyle Cooke, co-founder, Loverboy (Image: Loverboy)

A SCOTTISH creative agency that works with some of the country’s biggest food and drink brands has developed a new look for a growing US product.

Glasgow-based Thirst, which counts Innis & Gunn, Bruichladdich, and pizza oven maker Ooni among its clients, has also now also helped the reality television stars behind premium alcohol spritz brand Loverboy.

Founder Kyle Cooke, 40, star of Bravo reality TV shows Summer House and Winter House, launched Loverboy with co-star and real-life wife Amanda Batula, 31, in 2018.

The company’s rapid growth has been a central storyline in the show’s six-season run to date as the duo set about building one of the fastest-growing drinks brands in the US.

Mr Cooke – known for his signature wardrobe – approached creative agency Thirst to realise the new look following an introduction from beverage brand investor, strategist, and business development expert Adam Spriggs in August 2021. Mr Spriggs joined the agency as a director to turbocharge its US growth.

Mr Cooke said: "Our redesign work with Thirst represents a doubling down of our investment in this category.

“This refreshed new look, increased availability, and further diversification into new areas through our RTD spritz and cocktail ranges can propel Loverboy to become an icon of America's drinks market – and that’s what we’re aiming for.”

Ms Batula, who leads Loverboy's creative, said: "Beyond the work Thirst completed for Loverboy's packaging, they've helped us dial into a new aesthetic standard that embodies the Loverboy spirit and can permeate across all of our brand touchpoints.

“This new look makes it easier to manage what is becoming a more expansive brand world."

Matt Burns, creative director at Thirst, said: “We love to work with brands that are ambitious and disruptive, and Kyle and Amanda gave us licence to amplify what Loverboy stands for – its mission to show the world a good time. This was about shifting Loverboy from a challenger brand into a mass icon.”

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