To reverse declining sales, we leveraged FUIC’s brand love and transformed South Australia’s favourite drink into South Australia’s favourite streetwear label

What started as a proactive idea to give Farmers Union Iced Coffee’s loyal drinkers the gear they were thirsty for has turned into a legit clothing label that’s turning a profit for Farmers Union – and 31st has been at the heart of the campaign from the beginning


The store was teased through an integrated social and media campaign – partnering with Nova Adelaide, creating a daily ‘day in the life’ video tease on FUIC’s Facebook page and surprising influencers with a sneak peak of the range.

The website launch coincided with a brick & mortar pop-up in Rundle Mall, covered live by Nova and with appearances from Adelaide Crows players and live DJ sets.


The gear has gone off! The campaign has reset brand perceptions, driving reappraisal by younger audience and penetrating pop culture, giving Farmers Union Iced Coffee a new way to connect with its drinkers

31stFUIC Gear is here