Australia’s Beer Drinkers rejoice as Ogilvy, Merivale and Lion launch The Super Schooner
In a year full of challenges and set-backs, Ogilvy Sydney set out to solve a problem which has long troubled Australia’s beer drinking community – how to carry 4 schooner glasses at the one time?
This tricky dilemma is hotly debated online amongst a passionate subculture of schooner carrying experts, with Facebook and Instagram groups devoted to the art of carrying schooners with everyone united in the view that a tray is never an option.
So, Ogilvy’s creative and strategy teams put their heads together to come up with a very nifty concept – the Super Schooner – a set of 4 schooner glasses that work together to make it easy to carry.
Says Gavin McLeod, ECD, Ogilvy Sydney: “At Ogilvy we believe in solving the world’s biggest problems. And, as anyone who has suffered the ignominy of having to resort to a tray to carry a round of ice-cold beers will attest; there’s no bigger problem to solve in the pub. So, it’s been gratifying to see the huge online response amongst beer lovers everywhere when the Super Schooner launched.”
Ogilvy’s new product Innovation was a 3-way partnership with Ogilvy, Merivale and Lion and was brought to life by well-known product design studio Vert Design with production handled by Trenton.
Says Paul Mant, group beverage manager at Merivale: “It was no surprise to see such a warm reception to this innovation. Glassware is something that very rarely leaps forward, particularly specific to beer, and this is one of those occasions.”
The Super Schooner launched at Sydney pub The Vic on the Park during State of Origin 3 and was supported by a series of POS, also developed by Ogilvy, and a PR campaign.
Super Schooner instantly became a talking point at the pub and online, with punters extolling the virtues of the brilliant idea. They were heard to say:
‘This is genius! How did it take so long for someone to create this?!’.
‘For someone suffering from tiny hands, I can support this idea,’.
‘What a time to be alive,’.
‘Finally, science being used for something useful.’
“This is a win for everyone with pint-sized hands who have felt inadequate because they can’t carry four schooners at once,” said Andrew ‘Hank’ Hankin.
Ogilvy hopes to see The Super Schooner released across more Merivale venues around the country and in the hands of beer lovers everywhere.
Creative concept – Ogilvy Australia
Glass design – Vert Design.
Glass production – Trenton.
Lion
Ben Besser, National Account Manager
Merivale
Cameron Hann, General Manager
Paul Mant, Group Beverage Manager
Ben Collis, Senior Marketing & Partnerships Manager
53 Comments
also known as The Cowards Cup
Cheers to the KFC retainer for paying for it!
If you can’t carry four beers you don’t deserve any. This is the most pointless waste of plastic I’ve ever seen. And how would you even drink out of it? From a corner? That’s the worst way to drink a beer I’ve ever seen.
Love this idea. Nice work Hank & Co.
https://www.thesun.co.uk/money/8970438/carlings-new-glasses-four-pints-carry/
https://inews.co.uk/inews-lifestyle/food-and-drink/beer-pint-glass-pub-carling-287138
How many were made and which pubs are they in?
Solves a common problem. Tick
Actually made it. Tick
Works for me.
Client could have saved quite a bit of money if they’d just gone down to Myer and bought the ones that they’ve been selling for many years now.
https://www.myer.com.au/p/thumbs-up-happy-half-pint-glass
I wonder if the brains trust behind this asked anyone who drinks beer at a pub if they would actually use this before they made it? Just another reason I drink Carlton Draught, at least they understand beer drinkers.
Been done already. Tick.
This is the peak of Australian advertising ingenuity?
Bye.
https://www.instagram.com/p/CBEUOXxhJ3O/?igshid=hcgzuu9ghcd
2020 needs! Good job Ogilvy!
What happens if your order 3 pints instead of 4? It’d be even harder to hold than regular ones. Is this only for when you’re ordering 4 beers? Not 2, not 3, not 5? Seems a bit stupid and like a massive waste of time and effort.
No self-respecting beer drinker is going to be seen dead with one of these.
… I am not rejoicing as the headline suggests
She’s been done before. Big miss from Ogilvy.
Also, if you can’t carry four beers at once you’re soft. It’s an Australian right of passage. Missed the market completely.
What if I order 5 beers?
https://www.ladbible.com/news/latest-super-schooner-glass-unveiled-to-help-you-carry-four-beers-20201116
I sure hope they’re recyclable. Can’t imagine a single one of my mates wanting to drink out of a triangle of plastic and reading some of the comments on the lad bible article it looks like most of Australia hate this idea too. Classic Ogilvy.
Problem solved.
Stupid idea. They will be horrible to drink out of, and uneven numbers wont work.
Real life application is irrelevant
Was thinking the same thing. These guys have just created a problem for a problem when there was already a solution.
This is solving a problem that doesn’t really exist. It waste of time, money and not very practical. You will like a total knob drinking from a glass like that in a pub. No one will do it. Apart from agency folk creating a case study for awards … which let’s face it, this is what this failed idea is really about.
As a former bartender in a popular pub, let me tell you how terrible this is.
1. Carrying 4 beers isn’t a problem. And if it is, most people do it in 2 trips. I have never seen anyone drop beers by trying to carry too much. It’s liquid gold and people treat it that way, regardless of how drunk they are.
2. The glasses aren’t very practical. Hard to collect when clearing tables as they don’t stack into each other. More importantly, they will take up valuable space behind a bar as they can only be used for orders of four. This nonsense would just get in the way.
You know what’s a better innovation? A jug. Mind blown.
3. Most blokes in a pub wouldn’t be caught dead carrying or drinking from something like this. They just wouldn’t want to look like clowns.
4. THE MOST IMPORTANT POINT OF ALL. Just like wine glasses, beer glasses are designed the way they are for a reason! To bring out the characteristics of the beer. Aroma, taste and smell. How this didn’t cross the minds of anyone working on this project is beyond me. Especially Lion!!!! Shows how much they know and how little respect they have for their own liquid. I’d stay clear of any bar that uses this stupidity. It will only show they don’t understand the way a beer should be served.
Awesome, fun idea. Great to see things actually being made and getting out in the world.
Get a fucken grip.
These pussy schooners will fit perfectly in the inept palms of the ad gronks that came up with it
Carrying daddy’s yummy beers back to the pokies room for him is going to be a lot easier. No more spills = no more bashings. Yay!
All true
But it’s just a bit of fun for an ad campaign
Up in NSW and QLD.
Is this an ad? What is it positioning? Innovation, Novelty, Sharing, Mateship? Or is it just a bit of fun, like a joke you hear at the pub, four pints in, a forgettable laugh? I’m sure there’s a deeper strategy here, but initial response is that it seems a little dumb, done, and tone deaf. Just make good ads people, not more useless stuff that impresses junior brand managers.
What sort of creative leads let this through!
It’s self serving. Surely in 2020 we can do better as an industry than stuff like this.
The shape of a beer glass is very deliberate for the flavor of the beer. There’s no surprise that a brand name isn’t associated with this. Whoever signed it off at Lion is probably coping a heap of flack right now. What a waste of plastic
Looks like a bit of fun. Will it solve every problem on earth? No. But I’ve seen plenty of people sharing online so suspect it’s doing something good for them.
@Me Likey
Have you REALLY seen plenty of people sharing this online, or are you telling fibs?
Cheers.
It’s a bit of fun, take it for what it is, like the Chiko roll handy holder for your car a few years ago. All good PR. Well done Ogilvy.
@Captain masculinity hahahahaha!
If there’s one thing I love more than a LNP fundraiser at casa Hemmes, it’s three of the Australia’s most mediocre corporate brands coming together to achieve THIS! Truly the sum of its parts xoxo
hi everyone if the exact idea has been done in another country is it worth doing? Genuine question.
Bartender nailed it.
Especially the genius idea of a jug. If you’re buying rounds, you buy jugs. And you can easily carry four at once too.
No bar manager will want those anywhere near their bar. And if they are, they’ll be in a box out back with all the other promo crap gathering dust. Merivale love it because they’re paid to love it.
One beer for the horse breeder.
One beer for the lifer.
One beer for the butt kisser.
One beer for…oh wait, just those three left.
… the guy in the blue shirt needs to be introduced to an iron.
IT’S BEEN DONE BEFORE….that’s all anyone needs to know.
Germans just put handles on their beer glasses. No problem carrying 4 of them or 6 or 8 or 10. Even the girls can do it with their tiny hands!
https://imgur.com/gallery/YQGYo
Just a shame it’s been done before.
I think the person who came up with this (idea?) left the agency several seasons ago. Hence no credits. Still shit though.
This is perfect for my tiny hands. My friend Old CD Guy says you should all lighten up. It’s not a solution to a real world problem, it’s a whimsical advertising idea.
@donald trump. #FakeNews.
My hands are not small. I have very very big hands. In fact I have the most amazing biggest hands in the whole world.
Love how the true blue wankers make comments about being soft or embarrassed if you can’t hold 4 beers. Same image concerned losers probably can’t do 10 pull ups.
Wow…this is awesome…can I please get a set for my home bar ? I’d love them ! Where can I get them ? Cheers