Host/Havas convinced XXXX Gold to drop its Xs in favour of the Maroons' iconic years of football victories.
To demonstrate its continued and long-running support of the Queensland Maroons, XXXX Gold has done away with its iconic red four Xs and replaced them with something a bit closer to the hearts of the Maroons’ fan-base.
The campaign will see the well-known brand logo replaced in-store and on-pack with the years of the XXXX team’s favourite Maroons’ series victories.
Special edition cans are set to enable Queenslanders to ‘Taste the Glory’ of the Maroons success with each can telling the story of a series’ most memorable moment, as selected by past Queensland players and the team at XXXX.
“It’s not every day that a brand will remove their most recognisable attribute, but nothing shows XXXX is more committed to Queensland than by replacing their iconic logo to honour the on-field achievements of the Mighty Maroons," Darren Spiller, CCO of Host/Havas, says.
Richard Knight, marketing manager for XXXX Gold, Lion Australia, says: “There have been some great moments over the years – we had a tough time selecting them – and hope there will be more to add after this series.”
The special edition packs are supported via a TVC along with dedicated social content featuring Maroons’ players sharing their most memorable series wins and inviting their fans to discuss theirs.
The new campaign follows on from the success of the brand’s previous State of Origin campaign ‘Locals Make League Legends’, also developed by Host/Havas, which championed local Queensland football clubs as the roots of today's Origin greats.
