James Squire, the Lion-owned beer brand, has launched a new brand approach full of swagger in a bid to contemporise the brand for modern Australians.
The campaign, which was created by Thinkerbell, rolls out nationally on TV, cinema, outdoor, social, and digital and is specifically designed to be digitally weighted. The work will land across various channels throughout the summer period, including the cricket broadcast.
The ‘Ordinary be Damned’ platform celebrates those who aspire to find rewarding ways forward, told through the story of how the character Dave, orchestrates himself a beer set to Beck’s ‘E-Pro’.
Albertus Lombard, brand director – premium at Lion Australia, said the aim is to bring modernity to the brand and relevance to our Aussie drinkers.
Ben Couzens, executive creative Tinker at Thinkerbell, said it was important the campaign oozed “hustle and swagger.”
Stephen Carroll of FINCH said that while it was a “fun project”, “it was a very technical shoot using five different camera formats, including 360-degree technology, drones, Snorri-rigs and all sorts of other things.”
Credits:
Client: Lion
Creative Agency: Thinkerbell
Design Agency: Weave
Media Agency: UM
Production: FINCH
Post Production: The Editors
Earlier this year, a disgruntled James Squire consumer took to Reddit to share an image showing a comparison of volumes in the old and new bottles. The amount of beer in its One Fifty Lashes Pale Ale has gone from 345ml down to 330ml.
Many Reddit users commented on the post slamming the company for reducing the volume, including one who wrote: ‘I refuse to buy beer in any thing Less than 375mls. Shame because I like lashes. Luckily there is Coopers pale ale.
’15ml doesn’t sound like much, but in a crate of 24 bottles, that’s an entire bottle gone,’ another said.
A spokeswoman for James Squire’s parent company, Lion Nathan, told Daily Mail Australia at the time: ‘Like many brands across different categories we are continuing to see a significant increase in our input costs, from brewing through to distribution.
‘Consequently, in order to deliver the same recipe and refreshing taste, we have made a change to our James Squire bottle from 345ml to 330ml.
‘This change goes some, but not all of the way, to mitigating the cost pressures we are facing and brings the bottle size into line with many other brands in the category.’