The marketing campaign launched last week with a digital video and static social media campaign, in-store point of sale and a cheeky billboard campaign.
Off the back of a digital campaign to relaunch the Ballistic core beer range in June, the Queensland based brewer has emerged from the COVID lockdown with plans to make Hawaiian Haze the biggest craft beer this summer.
The marketing campaign launched last week around the AFL and NRL grand finals with a digital video and static social media campaign, in-store point of sale and a rather cheeky billboard campaign.
Ballistic Beer has recruited comedian Lindsay Webb to write and star in the ads for Hawaiian Haze.
“Hawaiian Haze is a fun Summer beer, so we wanted to find a fun and amusing way to promote it,” Ballistic head of marketing Wade Curtis says.
“And where better to look for laughs than the comedic talents of Brisbane based stand-up Lindsay Webb.
“We briefed Lindsay to find the fun in a number of Summer beer drinking scenarios – including the Aussie backyard BBQ and the over-competitive game of beach cricket – and the scripts he came back with knocked it out of the park!”
The ads are punchy and as full of tropical flavour as the beer itself, and are set to establish Hawaiian Haze as the hottest beer of Summer 2020.
“The success of Hawaiian Haze this Summer is critical in helping Ballistic become one of the biggest independent craft brewers not only in Queensland, but in other states as well," Ballistic commander in chief David Kitchen says.
“We are very excited about this campaign as it’s quite different to see independent brewers like us investing this much in brand building and in promotional support. The battle for the craft beer consumer is definitely on, and those companies that invest strategically in marketing will be the winners."
The Hawaiian Haze digital campaign will run across Facebook, Instagram and YouTube from now until the end of the year.
Digital activity will be supported in-store with a range of point of sale materials, and consumers will be able to get their hands on limited release merchandise including custom made Hawaiian shirts, beer glasses and can coolers, all leveraging the unique can design.
The cheeky billboard campaign features some well known beer brands on an iconic Brisbane billboard site owned by Gipps Media, on the exit from the Story Bridge in Fortitude Valley.
The campaign in OOH runs for four weeks and the site is seen by over 1.5 million vehicles per month.
Credits
Client: Ballistic Beer Co.
CEO: David Kitchen
Head of Marketing: Wade Curtis
Assistant Marketing Manager: Alex Binks
Creative Agency: Big Difference
Planning Director: Julian Rooke
Creative Partner: John Anderson (Redsuit Advertising)
Production company: Happy Film
Director: Miles Murphy
Executive Producer: Angela Murphy
DOP: Adam Clark
Editor: Alex O’Shaughnessy
