CUB launches ‘The Unexpected Ginger’ campaign for Rusty Yak Gingery Ale via Clems, Melbourne
Carlton & United Breweries (CUB) and Clemenger BBDO Melbourne have launched its new campaign ‘Unexpected Ginger’ in support of the new addition to the Yak family, the Rusty Yak Gingery Ale
Based on the idea that the red-haired gene can come from surprising places, the brand will be hiding a limited number of its gingery ale bottles in six-packs from across the Yak range, including Wild Yak, Fat Yak and Lazy Yak. The mystery bottles are appearing at random – much like the ginger gene itself.
‘The Unexpected Ginger’ creative plays on the idea that gingers are known to pop up unexpectedly and have been surprising families for years, with the campaign rolling out via social film, radio, OOH and PR.
The winners who are fortunate to find one of the few Rusty Yak bottles in their six-pack will win a $500 prize, in addition to being able to enjoy one of the delicious Gingery Ales.
Says Brian Phan, brand director at Carlton & United Breweries: “We’re excited to introduce Australia to the newest member of the Yak herd – the Gingery Ale, Rusty Yak. Ginger is the third largest and consistently growing style in the craft beer category, and we are proud of our new red-headed creation.”
Says Stephen de Wolf, executive creative director, Clemenger BBDO Melbourne: “It’s not every day we get to announce a new addition to the Yak family… especially a ginger one. We wanted sampling to be at the heart of the idea, bringing it to life in a light-hearted way that only Rusty Yak can.”
Client: Carlton & United Breweries, Yak Ales
Brand Director: Brian Phan
Brand Manager: Laura Mescher
Assistant Brand Manager: Jess Walker
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Stephen de Wolf
Executive Creative Director: Evan Roberts
Senior Art Director: Adam Barnes
Senior Art Director: Russel Fox
Senior Copywriter: Jonty Bell
Senior Producer: Lisa Moro
Senior Producer: Michael Travers
General Manager: Jonny Berger
Project Director: Katya Urlwin
Project Manager: Kenyon Marais
Project Manager: Beth Murphy
14 Comments
I hope this is a parody of something or an inside joke – otherwise wow, just wow.
Me likey!
Seriously?
Way to go alienating a chunk of your demographic.
This is the result of the AB InBev approach to marketing where budget cuts rule –
leading to poor ideas and shoddy production values
This is what happens when everyone who was good at beer ads leaves the agency.
More evidence that popular culture is gravitating towards red heads as the last group you can ridicule at will. Campaigns for a new stout beer called “The surprise black”, or a kosher beer called “The surprise Jew” probably wouldn’t have gone down too well. But red heads? Ha! Ha! Ha! They’re funny because don’t you see? They’re different!!
The day that we can’t have a laugh is the day I don’t want to live on this planet any more.
As far as ideas go for launching a ginger beer, I must admit, i’m Finding this prettt funny. Not sure why the collective knickers are in such a twist, this is surely just some tongue in cheek fun. Calm down dear, it’s only a commercial
Surprise Ginger?? I thought that was ING’s idea.
For that to be true wouldn’t the ad need to be funny
Fair, more a comment on egg-shell treading in general than the LOL-iness of this spot.
Being a redhead, I feel betrayed by my fellow Anglo Celtic Australians to be ostracized this way.Redheads have always been part of the indigenous tribes of the British Isles.So many famous people with red hair in our history and yet we’re portrayed this way by a company owned by Asians.It would be an outrage if Aboriginal Australians were treated this way?
This advertisement is absolutely shit. Not funny and discriminational and encouraging bullying. You are promoting discrimation and this affects children at school, home and in the community for having red hair. Obviously the ignorant people that decided on this ad are not socially aware or historically aware.
Well you dropkicks, being a father of three beautiful redhead children feeling very pissed off. The advertising jerkoff that came up with this campaign was obviously a bully at school that teased the rangas or has the brain the size of a pea. For you morons at Fat Yak that approved this campaign well good way to loose business by attacking ginger. Have a serious look at yourselves. Generally a good product sells itself. FAT YAK lost my business.