Lion Nathan launches national outdoor campaign for XXXX Summer Bright Lager
On Sunday Lion Nathan launches an outdoor campaign by BMF tobuild its new brand, XXXX Summer Bright Lager, in the lead-up to summer. Thelow-carb, clear bottled beer was launched in Queensland and Northern NSW inSeptember 2009 and is already the biggest low carb beer in the Queenslandmarket.
To date, it has added over $43 million in retail sales and is the biggest contributor to both volume and value growth versus a year ago across the entire beer market, off a one-state base.
The outdoor campaign will run in capital cities and major regional centres in all states. It will be supported by ongoing experiential activity in the form of the XXXX Summer Bright Lager Kombi – a mobile DJ booth transporting the Summer Dude DJs to venues and events throughout summer. The Kombi will focus predominantly in NSW and Queensland to start and will look forward to expand moving forward.
Lion Nathan brand director, Jon Bradshaw, says XXXX Summer Bright Lager celebrates the Australian summer lifestyle all year round and customer take-up outside Queensland has been strong.
“XXXX Summer Bright Lager has brought new consumers into thetrademark and contemporised its image. We’re now seeing pick up form youngerwhite collar drinkers, as well as the traditional drinkers of our mainstreambeers,” says Bradshaw.
4 Comments
Qld’ers have no idea- it is such a shit beer
It’s the biggest seller because you can usually pick up a 6-pack for about 10 bucks…little to do with taste.
A combi? Hackneyed.
Im from New Zealand and i totally loved this beer. Best Aussie beer made. Wont drink any other Aussie beer except for Summers and Pure blond