James Boag set to unveil world first in new campaign via One Green Bean and Infinity
James Boag is embarking on a bold and innovative journey with the launch of a brand-defining new campaign set to launch this Spring created by One Green Bean and Infinity.
The content-led campaign will chart the creation of a world first innovation, and follows on from a successful brand refresh and nationwide redesign of James Boag packaging earlier this year.
The idea formed around the notion that James Boag is born of pure ingredients from Tasmania’s naturally rugged environment, and transformed into a refined, world class, premium beer. Stunning video content, due for release in October, will bring a never-before-seen innovation to life, and will be supported via a brand new and interactive website, and rounded PR and social activity. The content will shift perceptions of the brand among consumers.
Lion brand director, Tanya Marler is excited about what’s next, but remained mysterious.
Says Marler: “The Australian palate has evolved and today’s beer drinkers have a discerning thirst for quality above all else. The new campaign will strengthen our positioning within the premium beer arena. It’s an exciting time for James Boag.”
The revamped James Boag website is now live at www.jamesboag.com.au.
14 Comments
I can’t remember a press release with so much puffery.
It manages to ramble on for a long time without actually saying anything at all
The pre press release, press release. That should win an award in itself.
You’d want to hope the idea is brilliant.. but next time, how about just launching the work and then talking about it?
This will be incredible. Can’t wait to see what you guys have been up to, it sounds like it has never been seen before which is very innovative. I like the brand new thinking too which is also refreshing and world firstie.
Hopefully there is less gas in the beer than in the press release.
“It’s a show about nothing.”
Incredible world first…
Die cut label with an asymmetrical slash…fearlessly breaking away from the beer label rondel paradigm.
F#@*ing incredible effort.
Well done to all concerned.
Pretty sure this is just a wind up by the brand, set to reveal itself soon.
You should dramatise the transformational properties of the pure Tasmanian water
“Couching familiar ideas in pretentious language is a sign of poor intelligence and low credibility”.
In a world…
Starved of innovation….
One beer!
……continue >
The beer has a butler.
NEEEXXXTT !
“It’s a game changer…”
– Dominos
Ketchup and mustard in the same bottle.