XXXX Summer Bright Lager is the beer you can drink all year in new campaign via Thinkerbell
Lion and Thinkerbell have launched a new project for XXXX Summer Bright Lager this autumn, to remind everyone you can drink it any season, even in autumn.
The idea is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, we only have one season really, summer. So it’s a summer beer you can enjoy all year.
Says Tom Wenborn, chief creative at Thinkerbell: “The Sunshine State doesn’t really have spring, autumn or that other one, it just feels like summer all year round. Maybe that’s why they end up creating their very own seasons.”
Says Chris Allan, head of marketing, Lion: “Launching a campaign for a summer beer in a place where summer never ends, is a great opportunity. For Australians it’s summer and the good life all year round, and even if you’re not in Queensland you can taste what it feels like anytime with a XXXX Summer.”
To support the OOH and digital campaign, XXXX has also created the Summer Bright Ice Bucket Hat. This innovation is both a bucket hat and ice bucket, providing shade from the rays but also a go-to ice bucket for beers. Simply rotate the hat 180 degrees and it’s elevated from a stylish fashion item, to beautifully functional beer cooling hardware. Punters will have the chance to win a Summer Bright Ice Bucket Hat via an Instagram competition in late April.
Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM
Digital Agency: Affinity
Film Production: Finch
Director: Arundati Thandur
Stills Production: Alex Wall
31 Comments
I bet if you tested these scripts in a focus group they’d beat the Pure Blonde script from The Monkeys. But boy oh boy, is there a chasm between this as a final ad and the Pure Blonde work as a final ad
Nice stuff girl.
Bit late for summer but the hats are fun
If you want the product in bottleshops for summer, you need Dans, BWS, etc. to buy it ahead of time… hence…
there also would’ve been a chasm between budgets
A chasm with multiple zeros.
It’s the money problem that made this idea not very good
I suppose.
Arundati Thandur!!! Love this for you 🙂
xx
Rad.
Tough that it’s come out a day after pure blonde. It’s good social content and the hat is classic Thinkerbell. It’s not a big budget beer brand ad though
Love the hat. Isn’t that the idea?
Triggered.
This, like most of Lion’s work is communicating THEIR problem with their brand/s and NOT what a consumer wants to hear or care about. In this instance, XXXXSBL has a seasonality issue. Hey presto, “beer for all year”. I can’t say even say this is an agency issue. Its more likely the brief sucks. There are smart people on both sides of this work, they just need to get out of the spiral of inwardly looking at their issues.
Should’ve based the whole campaign around the hat???
They need go into the hat business forget advertising.
Also agree with @Tiger King. Although it doesn’t just appear to be exclusive to the Lion work.
Why does the talent sound Swedish?
Years ago I had a CD who asked a question every time I presented something. ‘Would this ad make me want to quit my job in sewerage management and join the ad industry?’ If the answer was no, we went again, because the ad would be forgotten in less than two weeks. The ads I did under him are still remembered.
The agency can’t make anything campaignable for any client (getting on Sunrise isn’t a strategy, it’s a tactic).
The ad is a presenter reading the objective of the brief, wearing a hat.
Agree with most of what you said but disagree that it isn’t an agency issue also, because all they’ve done is put the strategy on the screen. There’s no creative leap.
Like em a lot
I like it Arundati, you’ve got a cool eye for things.
made by Victorians, I wouldn’t put my name to this either.
The vast majority of Queenslanders live in the south east. Only a person who’s never been here thinks that we don’t have winter and it’s all cricket on the beach.
It would be cool
Love the hat. Loved it more when I saw it last year.
Imitation is the highest form of flattery.
https://hypebeast.com/2023/7/kopparberg-ice-bucket-hat-competition-details
https://adage.com/creativity/work/cider-brand-created-bucket-hat-doubles-ice-bucket/2501456
As a XXXX drinker every ad they make makes me want to drink them less….
about an ad with no idea at all
People are discussing it.