Mānuka Phuel

The Project

Mānuka Phuel was entering one of the most competitive categories in FMCG with a bold proposition: New Zealand’s first synthetic-free energy drink. Hustle & Bustle was engaged to launch the brand, build awareness at scale, and establish Mānuka Phuel as a disruptive new player in culture, music, and lifestyle.

Our Approach
To launch Mānuka Phuel with impact, we helped position the brand at the heart of one of New Zealand’s largest music events as title sponsor of Synthony Festival. Through immersive brand experiences, large-scale sampling, interactive activations, and prominent stage integrations, Mānuka Phuel connected with thousands of consumers in a highly engaging cultural environment. We amplified this presence through a targeted PR and influencer campaign, securing earned media, creator partnerships, and cultural storytelling that elevated Mānuka Phuel beyond the energy drink category—establishing it as a brand deeply connected to music, creativity, and contemporary culture.