An underdressed Little Creatures Cherub sits at the heart of all the brand activity as the catalyst of fun.
LION has relaunched Little Creatures with a mission to become the most inclusive beer in Australia.
The new brand strategy and brand platform, created in partnership with 72andSunny Sydney, aims to modernise Australia’s oldest craft beer brand to welcome a new generation of fans.
The brand platform, ALL CREATURES WELCOME, kicks off with a three year partnership with The Sydney Gay and Lesbian Mardi Gras.
72andSunny created the experience strategy for such experiences, identifying the Sydney Gay and Lesbian Mardi Gras as a partner, whilst closely with Lion and its partners to deliver against the strategy at all touchpoints.
The tastefully underdressed Little Creatures Cherub sits at the heart of all the brand activity as the catalyst of fun - a cheeky host welcoming all little creatures to join in something unexpectedly awesome.
The brand message is ALL CREATURES WELCOME to come together at the Mardi Gras events, supported with television spots, social content, and OOH nationally.
Anubha Sahasrabuddhe, CMO, Lion:“We’re on a mission to become the most loved and inclusive beer for adults in Australia, continuously positively reinforcing values that we believe are truly reflective of Australia and the broader community.”
Genevieve Hoey, Creative Lead, 72andSunny Sydney: “Sydney Gay and Lesbian Mardi Gras is hugely important to everyone, including our LGBTQIA+ community. It’s about all flavours of people coming together to celebrate love in all its forms.
"That Little Creatures is sponsoring the festival for the next 3 years, speaks volumes about the brand. It’s been a delight for the 72 team to produce work for clients with creative chutzpah and positive intentions, and it really shows in the maximum fabulosity of the work. And yeah, that is a word.”
Credits
Client: Lion
Creative: 72andSunny Sydney
Digital: Akcelo
Media: UM
PR: Thinkerbell
