Kosciuszko Pale Ale adds a cool touch to cans inline with new ‘Beer With Altitude’ campaign
To celebrate the launch of its first ever marketing campaign ‘Beer With Altitude’, which launched in August this year via 72andSunny, Kosciuszko Pale Ale will be adding thermochromatic ink to its canned product.
The cans will have two designs – one featuring a snowboarder, and the other featuring a skier – which will change colour as the temperature of the can hits four degrees Celsius – the perfect temperature to enjoy Kosciuszko Pale Ale. The artwork for the can was produced by Energi.
Lion’s director of craft brands Malcolm Eadie said the new cans celebrate the fun and energy of the Snowy Mountains.
Says Eadie: “From the new creative campaign to the cans, Kosciuszko encapsulates the spirit of the mountains and particularly the adventure and fun to be had both on the slopes and après. We see many drinkers enjoying these new cans after a long day on the mountain.
“And as we approach the warm summer months, we hope the cans will remind people that a refreshing trip to the mountain is never too far away.
“Kosciuszko Pale Ale continues to have a strong presence in pubs and bar, and we hope to see new drinkers and loyal fans of the brand alike adopt the can format.”
Designed by Australia’s godfather of craft, Dr Chuck Hahn, Kosciuszko Pale Ale continues to grow in popularity, with sales approaching four million litres nationally each year.
Says Eadie: “Craft beers are continuing to adopt cans as their preferred pack format, and for Kosciuszko Pale Ale we wanted to stand out from the crowd with this innovative print technology.
“This will help drinkers know when their Kosciuszko is at optimal drinking temperature and ensure the beer’s crisp and refreshing character is enjoyed all year round.”
The brand’s first marketing campaign, ‘Beer with Altitude’ went live in July across NSW and a unique event, ‘Kosci in your Cossies’, which saw 200 revellers hit the slopes of Thredbo in their swimwear all in the name of good times.
Artwork: Energi
5 Comments
Coors have been doing this for years
According to this article 72 and sunny also worked on the Coors campaign that brought the heat reactive mountain design back the Coors packaging. Is Kosciusko owned by the same brewer as Coors? I get that Coors isn’t readily available in Australia but that heat sensitive mountain is iconic to the brand.
https://adage.com/article/cmo-strategy/coors-light-revives-cold-marketing-bid-overcome-slump/315041
And equally, I like the simplicity of the campaign/copy…even if it is repurposed Coors creative for the Aussie market. Looking forward to cracking a few cans in the summer.
Beer with Altitude. Hehe. Which came first, the beer or the slogan? If it’s the latter, that’s a lot of effort for a pun.
So much cynicism. Are you all forgetting the industry we work in? Coors don’t have exclusivity to can tech. Good to see an AU agency try and reinvigorate an AU brand.