Aussies are drinking less beer, making for a tough time in the competitive beer market - especially in summer when time is ripe for downing a few cold ones. But Lion-owned XXXX Gold is hoping to showcase how beer is perfect for the Aussie lifestyle in the lastest spin of its “good life” campaign.
The long-running campaign, which saw the brand lease a 15 acre island off the Great Barrier Reef, kicked off with a new TVC launched nationwide last night, which will set the premise for a year-long campagin.
The spot shows four corporate suits crashing their yacht into XXXX ilsand and finding out what happens when you put away technology and pick up a fishing rod instead.
Lion marketing director Matt Tapper said the campaign will be part of a long-running storyline focused on shaking off societal pressures to highlight the concept of the “good life”.
“It’s a big year for Australia’s leading beer. We recently invested in a complete brand refresh for XXXX GOLD to ensure the brand continues to remain relevant to drinkers and really dials up what XXXX is all about; beers that are perfect for the great Aussie lifestyle,” Tapper said.
Creative agency BMF is behind the campaign which will be supported with integrated digital, PR, social and outdoor activity.
In April the Australian Bureau of Statistics (ASB) found that the overall consumption of beer continued it's long-running decline in the last reporting period of 2012-2013.
Tapper told AdNews in August last year that as a result of declines in the broader market he was spearheading a refresh of beer marketing, which included shaping and sharing stories around specific brands.
BMF creative director on XXXX Justin Ruben said the “good life” story is at the heart of the campaign.
“The more we thought about it, the more we began to realise that there could be a really interesting story to tell around showing that everyone has this ‘good life’ in them. For some, it just takes longer than others to put down their phones and take their jumpers off their shoulders, but it’s possible for all of us to get there,” Ruben said.
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