BINGE celebrates launch of new Aussie comedy ‘Colin From Accounts’ with release of Colin’s Pale Ale… a beer for dogs via Thinkerbell
BINGE – Australia’s home to the world’s best entertainment – has created and launched its first ever beer…for dogs; in celebration of its new Aussie comedy, Colin From Accounts, a story of two singlish humans brought together by a dog, a brewery (and a nipple flash!).
Colin’s Pale Ale was developed by Thinkerbell with the help of independent brewer Hop Nation, inspired by Colin, the four legged star of the show, and the brewery which was the setting for the new comedy series. This means that now dog owners and their beloved furry friends can finally enjoy a cold one together while watching TV. The unique ‘Pale Ale’ is a bone broth, with hoppy after-notes, made from the finest beef bones, specially crafted for your four legged friends.
The Puppy Brew launch included street posters targeting pups and their owners. At dog eye level, these posters were scented to attract pooches, whilst at the human eye level they encourage dog owner humans to start streaming Colin From Accounts on BINGE and order some Puppy Brew. Australians were given the chance to get their dog’s paws on their very own four pack of Colin’s Pale Ale for free by heading to https://hopnation.com.au/products/colins-pale-ale.
Furthermore, the project was also amplified through earned and influencer channels, as well as a connected experience with Google. Thinkerbell and Google developed a suite of content for BINGE that utilised Google’s new interactive ad experience for YouTube on Connected TV. Through interactive content shot with the show’s star, Colin, fans are invited to learn more about the puppy brew, and with the click of a button, without interrupting their viewing experience; viewers are seamlessly sent to the Hop Nation website where the beer is hosted for sale on their mobile device, while their youtube content continues to play.
Says Tom Wenborn, executive creative tinker, Thinkerbell: “Ryan Reynolds has his Gin, Kate Hudson has her Vodka, The Rock has his Tequila… It’s only fitting that the biggest star of Australia’s latest comedy hit, Colin, gets his own beer. We’ve loved the opportunity to collaborate with BINGE, Hop Nation and Google to create some puppy-centric measured magic.”
Says Alison Hurbert-Burns, BINGE executive director and self professed dog lover: “We’ve been so thrilled to see the response to our newest Australian Original Series, Colin From Accounts, featuring the adorable Colin. And now dog owners around the country can enjoy the series with their four-legged friend, while having a beer together with the launch of Colin’s Pale Ale, a specially formulated brew just for dogs.”
Colin From Accounts centres on Ashley (Harriet Dyer) and Gordon (Patrick Brammall), two single(ish), complex humans who are brought together by a car accident and an injured dog, Colin.
The series is about flawed, funny people choosing each other and being brave enough to show their true self, scars and all, as they navigate life together. Joining Brammall and Dyer are Helen Thomson, Emma Harvie, Genevieve Hegney, Michael Logo and Tai Hara.
Client – BINGE
Creative & Earned – Thinkerbell
Media Technology – Google
Brewing – Hop Nation
32 Comments
The whole ‘dog eye level poster’ thing has been done before.
Couldn’t finish 2022 without Thinkerbell creating a beer for a dog
Can I see the case studies of where scented outdoor ads targeting dogs has been done before? Can you show it. I was reading this thinking its novel.
How much of this was made? PR’d today and already sold out…
Can we please just make it through Christmas without another Thinkerbell release
Yeah but why?
Liquid hops for humans, why?
http://inventorspot.com/articles/advertisings_dogs_says_beneful_dog_food
https://www.bestadsontv.com/ad/27568/Purina-Bark-in-the-Park
https://www.thelocal.at/20140604/first-ad-aimed-at-dogs-smells-of-treats/
https://www.dandad.org/awards/professional/2021/234665/travel-posters-for-pets/
https://iheartdogs.com/marketing-goes-to-the-dogs-with-sniffable-mini-billboards/
https://innovationextravaganza.wordpress.com/2012/08/26/scented-billboard-advance-dog-food/
https://www.dailymail.co.uk/news/article-2649471/Austrian-billboard-companies-use-doggy-smells-make-owners-linger-signs.html
1. Another small gimmick.
2. Targeting dog owners, I can’t help but see this as a Pedigree promo. Nailed it for that.
There are many more examples of this idea if you’d like to see them?
So many bitches! Gees.
Love it Thinkerbell!
Agree. How dare the blog highlight work that’s been done many times before.
I would think eye level posters for dogs is a medium not the idea. Beer for Australian dogs and using Colin to promote it is the idea no?
I struggled through one and a half episodes of this stupid show before I bailed.
The over-acting by the cast is excruciating. Australians are funny, but Australian TV comedy is excruciating.
I like the idea of dog beer, however. Yes, beer for dogs.
I giggle as much as the rest of us, every 3 hours a new Thinkerbell press release comes out, but let’s not forget Thinkerbell is a PR agency as much as a media and creative agency.
And when it comes to ‘doin’ stuff’ that creates a bit of news – like the Wimbledon Vegemite/Marmite, Vegemite Turkey at Coles, Furphy van stuck in a lane etc., I reckon they’re less worried about whether an idea’s been done before than they are getting some great free coverage for their clients.
Besides, if original was the criteria for work there’d be a lot of empty OOH sites, ad breaks on TV, radio, print …….
We’re all in the ‘get noticed’ business and I reckon Thinkerbell get their clients and themselves noticed better than most.
Merry Xmas.
And thanks Michael and everyone at Campaign Brief for still flying the creative flag after all these years!
Attention is great so long as it’s relevant. A football player can shit in a hallway and get more news than this. My question is – what’s the relevance to the ‘persuasion point’ / USP / whatever? If it is relevant, great. But I have somehow missed how doggie booze is relevant for this show?
Mate. You’re missing the point. Clearly you’re a frustrated creative. The USP? It’s a Tv show! And guess what? There’s a dog in it called Colin. And the main character owns a brewery. Sounds pretty fucking relevant to me.
@Are we missing the point Agree
That’s an interesting point. Most of the ideas I have seen remind me of the ‘eager to please, but rarely do’ creative teams who email you a shit idea every 5 minutes. And you feel like saying ‘I’ve given you half a week to think this through, dig past the topsoil, the clay and into the gold, take your time and fucking do something great’ but, well we can’t offend anyone these days, can we?
If this is what clients want these days, maybe Tinkerbell are right. And maybe I need to get the fuck out of the way, because 3-second ideas that are not through through is not my idea of efficiency. It is laziness. Guarantee you I would get more headlines than this by kicking a dog in the head. Is it good? Fuck no.
Isn’t the dog called Zac?
Earned………the new whatever the last new thing was.
Whose going to get more comments the dog promoting a tv show from Thinkerbell, or one of the stars of advertising leaving Ogilvy?
I’m not sure why we’re all surprised by yet another lack-lustre and confused idea out of TB. This is obviously a recycled concept for one of their beer clients that was rejected. Just like Dream Cheese was originally intended for CGU and then on-sold to another unwitting brand. So instead of coming up with fresh strategies for paying clients, the TB strategy is – whatever old idea can be retrofit.
Don’t understand your point ex-Tinker.
Every single creative and agency has recycled ideas.
Often an idea works better for the second client it was presented to.
Average ads, good PR. It’s the Thinkerbell way!
You have to recycle correctly. Thinkerbell are always putting organic waste in the paper bins. They have been for years. Basically they are a waste of space.
Here we go again. I swear an AWARD school student earning zero dollars could cook up something far more insightful than a Thinkerbell CD presumably earning $200k+. What a sad state of affairs.
https://www.wigrambrewing.co.nz/product-page/dog-beer-12-pack
You gotta admit though the line ‘Give your dog a beer’ is a damn good one