Rejecting any beer that isn’t a perfect 10.
Independent Noosa Brewery Heads of Noosa has come out with a new creative strategy after the success of its Chief Beer Tasting Officer hiring campaign in 2023.
The family-owned Noosa based brewery has always positioned itself as the brewery that creates ‘Just Exceptional Beer’ and to amplify this message, the creative team at brand and digital agency, Social Tap, has created the Brewmaster campaign.
The campaign rests on the notion that the team at Heads of Noosa rejects any beer that isn’t a perfect 10.
The 30-second TVC shows a Willy Wonka style character testing the latest beer from the brewery and announcing it only a 9.9 and so the beer is discarded. In a classic Australian moment, the plants at the front of the brewery appear to be watered with the rejected beer.
The campaign is the work of the brewery's agency Social Tap led by brand manager Nicci Modolo.
Modolo said the agency wanted to have some fun with the very serious fact that the boys at Heads of Noosa really will reject any beer that doesn’t meet their exacting standards.
"We filmed the campaign completely in-house with Redboss Video Production. We hired one actor, but the rest of the cast are members of the Heads of Noosa team," said Modolo.
"It will be amplified across radio, digital, outdoor and an influencer campaign from April. It will be their biggest spend to date so we’re really excited to see it come to life."
Heads of Noosa co-founders, brothers Craig and Lance Masterton said they are particularly excited about the prospect of working with other masters of their craft in SE Queensland.
“Instead of going with a traditional influencer campaign we want to work with other local masters from our area like surfboard shapers, chefs and photographers who will promote the campaign via their own networks and social channels. There is an insane amount of talent around here and we want to celebrate that,” said Lance Masterton.
Heads of Noosa Brewing Co is an Australian, independent, family-owned brewery known for its premium beers brewed in Noosa.
