Pit Viper
Task
Help Pit Viper build a longer-lasting community in Australia.
Pit Viper has a cult following in the States, and when organic growth led them to expand into Australia - a no-brainer market for the brand - things felt… a little different?
After desk research and workshops with the Pit Viper team, it became clear that Pit Viper holds a special place in Aussies' hearts - perhaps too special of a place. The brand reminded them of one thing they’d rather forget: boganism.
Boganism: Think flannel shirts, cheap beers, and a love for loud cars. It’s the culture that loves a good party but doesn’t mind if it gets a bit messy.
Pit Viper Instagram pre creative strategy
There’s a little bit of bogan in all of us (as much as many Aussies refuse to accept ), it’s just expressed in different ways across social classes and tribes. Disclaimer: research led me to say this, no one come at me.
Boganism isn’t just the cliche outfits, it’s the laid back and she’ll be right' mentality in life. It gives a sense of calmness and clarity to life. So, instead of asking Pit Viper to shy away from being too much of a ‘bogan’, I recommended the brand to lean in and embrace the laid-back energy, associating Pit Viper sunnies to a mentality all Aussies can relate to.
Unlock: There’s a little bit of bogan in all of us.
I defined and named three key personas, using uniquely Aussie names like Davo to bring them to life, and collaborated closely with creatives to develop detailed starter packs and rich persona narratives. To deepen engagement, I created tailored cultural calendars for each persona, mapping out key moments and behaviours. I also reframed the overarching creative strategy for the Pit Viper x Budgy Smuggler partnership, ensuring it resonated more authentically with our target audience.
Work
Pit Viper instagram post creative strategy