For this year's GABS Hottest 100 Aussie Craft Beers, Philter Brewing believes it’s time someone told it exactly how it is and gave their constituents exactly what they want - even if they didn’t expect it.
The ‘Unphiltered Promises’ satirical 1980’s style ‘election’ campaign from WiredCo. is aimed at driving votes for Philter’s XPA in this year’s GABS Hottest 100 Aussie Craft Beers.
By tapping into common niggly issues in each area of the country, Philter Brewing is making promises to fix them in seductively unrealistic ways if the brand successfully achieves a top 10 finish for their XPA in the high profile annual poll.
The social and offline campaign talks to national problems, but focuses on the brand hotspots, talking directly to local issues like cleaning-up the Cooks River if they achieve a top 7 finish in the poll.
WiredCo.’s managing partner, David Kennedy-Cosgrove, said: “We know the residents of Marrickville are tired of potholes on their roads. So if you get Philter’s XPA into the GABS Hottest 100 Top 10, they’ll fill them with their sturdy brew. Crazy right? But give Philter a vote and watch them come good on their Unphiltered Promises.”
Co-founder and partner at Philter Brewing, Mick Neil, said: “Our brand has gone from strength-to-strength these last five years, and we’ve just doubled our brewery capacity to keep up. To date, our brand success has been largely organic but we’re entering a new phase of our business now and part of this is to achieve a top 10 finish in the high profile GABS Hottest 100 Craft Beers.”
Co-founder and partner at Philter Brewing, Stef Constantoulas, said: “We picked WiredCo. for the task because they got the brand's ‘thing’ straight away. We’re a brand that’s a bit 80’s nostalgia with a not-so-serious attitude to match. Unphiltered Promises gives us a chance to show that, and actually make some difference in the world - even if some of the promises sound a bit crazy!”
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