Asembl

Brand Collaborators. Category Disruptors. Product Innovators.

Asembl is part of the Merchantwise Group, an integrated group of marketing, media, email and brand licensing businesses offering end-to-end support to build and extend great brands.

Asembl is a strategic and research-driven brand extension agency with a deep understanding of FMCG/CPG, Design and Lifestyle brands.

Headquartered in Melbourne, Australia and led by Co-Founder and Managing Director, Justin Watson, Asembl brings new licensed product and service innovation to market, and brand stories to life.

Asembl attributes its success to their trusted relationships with brand owners, retailers and manufacturers, building long term strategic partnerships. Working with global brands, retailers and licensees, the passionate team helps to create millions of new touch points and occasions for consumers to be surprised and delighted by loved brands.

Offering an end-to-end approach, Asembl’s capabilities extend across strategy, brand management, retail engagement, product development, creative, contract administration, marketing, and digital media.

Asembl’s impressive portfolio of clients include Coca-Cola, Diageo, Fleur Harris, Perfetti Van Melle, Revlon and Unilever (Streets).

Recent Launches:

Chupa Chups Strawberry & Cream Ice Cream Cone

Kickstarting the many licensing interests

Justin Watson Managing Director and Co-Founder

Justin has over 25 years experience in food & lifestyle licensing, marketing & public relations working in Sydney, Melbourne & Los Angeles.

He has cemented Asembl as the go to brand extension partner for FMCG/ CPG clients in the region. Having worked as an agent, licensee & licensor

Justin provides a unique blend of knowledge, contacts & industry insight. for Chupa Chups is a delicious ongoing partnership with one of Australia’s oldest family-owned and operated dairy companies, Bulla Dairy Foods. First to launch in the partnership between the two brands is a Strawberry & Cream flavoured ice-cream cone – Bulla Dairy Foods’ homage to the global bestseller Chupa Chups lollipop.

Brought to its creamiest and dreamiest life in ice cream form for the first time in Australia, the Strawberry & Cream ice-cream cone features a truly spectacular strawberry and vanilla ice-cream flavour with crushed candy and a delectable strawberry sauce drizzled throughout and on top.

Combining Chupa Chups’ vibrant flavour and crunch with Bulla Dairy Foods’ signature premium ice cream smoothness, Chupa Chups Strawberry & Cream cone 4pk is now available through Australian Independent and major grocers nationwide with a vibrant point of sale activation as well as strong social media campaign.

Bubble O’Bill Easter Egg

Unilever Australia’s brand extension agency, Asembl continues to grow Streets’ Bubble O’Bill brand with the iconic ice cream making its way out of the freezer for the first time with the launch of Australia’s favourite cowboy’s first ever Easter Egg.

Coated in strawberry marbled creamy milk chocolate which has been mixed with crunchy caramel and chewy berry pieces, the inside of the Bubble O’Bill Easter Egg features five of the biggest bubblegum noses in the west.

Few foods are guaranteed to put a smile on people’s faces like Streets ice cream and a culmination of ongoing fan requests for food and non-food product offerings has seen the brand extend into the licensed retail merchandise space with all deals brokered by Asembl.

Coca-Cola Jewellery

Nothing beats the look of Couture Kingdom’s Coca-Cola collection featuring beautifully designed and crafted necklaces, earrings, rings, hair pin sets, bracelets, and cufflinks – all fashioned in the rich quality Couture Kingdom is world renowned. Each piece in the ‘Refreshing Edge’ collection celebrates the distinctive taste of Coca-Cola - loved for more than 130 years.

Featuring pieces including Ice Cold Coke Double Layer Charm Necklace, Coca-Cola Bottle Hair Pins, Coca-Cola Classic Can Crystal Drop Earrings, ECC Coca-Cola Glass of Coke Necklace as well as Polar Bear Charm Earrings, the range has been created using high shine finishes in gold and silver plating, vibrant enamel colours and shimmering crystals. Each piece is beautifully packaged in a Coca-Cola branded gift-box

Coca-Cola & Rolla’s Jeans Collaboration

In 2022, Asembl partnered Australia’s most in demand denim brand, Rolla’s with Coca-Cola to release a limited-edition capsule collection. With many years of expertise, Rolla’s continues its pioneering formula of collaborating with the world’s most influential brands, designers and artisans to bring its customers inimitable and must-have products time and time again.

The collaboration between the two brands has tapped into Coca-Cola’s rich history which has been a part of youth culture since the early 1900’s. Coca-Cola is for everyone, from the streets to high-end society, everybody loves a Coke. In this collection, Rolla’s has drawn inspiration from the fun Coca-Cola graphics of the 1980’s & 90’s featuring ‘Have a Coke and a Smile’, ‘Enjoy Coke ‘ and of course ‘Yes, Coke!’.

The capsule includes a select offering of tee’s, sweats, accessories & signature Rolla’s denim pieces, weaving the iconic Coca-Cola slogans all the way through.