XXXX has been celebrating GOLD over the past eight weeks with campaigns across the country.
Laura Stevenson, executive head Thinker at Thinkerbell, said, “There’s nothing like GOLD, whether it was GOLD last week, or the chance of a GOLD tonight. There’s just something so exciting about GOLD.”
Sam Pulsford, senior marketing manager for XXXX Gold, said, “Life’s good when it’s GOLD.”
This GOLD campaign was live across out-of-home and print across metro Queensland, regional NSW, and Victoria. It was also shown across social media platforms.
It’s been a bumper campaign season for XXXX and Thinkerbell following the launch of XXXX Ultra, the new Ultra zero carb* beer within the Lion portfolio, earlier this month.
The creative agency’s brought to life the idea that if you’re after a low-carb alternative, that doesn’t mean it can’t be great-tasting beer.
Sam Pulsford, marketing manager for XXXX, said, “Beer has always been at the heart of social gatherings, connecting people across generations. As more people become mindful of their lifestyle choices, we see a significant opportunity in the Ultra category.
“With XXXX Ultra Zero Carb* beer, we’re making a decision to offer a zero carb option that allows everyone to enjoy the experience without compromise!”
Jonny Rands, head tinker at Thinkerbell, added: “Fancy a low carb vodka soda thingy after a great day outdoors Even Queensland’s finest eastern bearded dragon lizard disapproves.
“Because those alternatives don’t measure up to the rich history of beer. Now there’s a beer way to ditch the carbs.”
In April, XXXX, Thinkerbell and Lion launched a mid-autumn campaign for XXXX Summer Bright Lager to remind consumers you can drink the brew during any season.
The work is informed by the insight that, compared to other places in the world, the entire gamut of the Australian climate can still be loosely categorised as different shades of one season: summer.
Credits
Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM