Lion summons Aussie beer drinkers for brewery duty in latest campaign via Thinkerbell

Leading beverage company Lion has summoned Australian beer drinkers for Brewery Duty in a new initiative with independent creative agency Thinkerbell.

Together, Lion and Thinkerbell have used Australians’ familiarity with jury duty to create a simple idea enlisting regular Aussies to trial beer. Brewery Duty allows Australians to join a tasting panel, sample beer and invite them in on the beer creation and production process.

Says Adam Ferrier, chief thinker and founder, Thinkerbell: “From Jury Duty to Sunday dinner at the in-laws – some duties are unavoidable but universally understood. The beauty of this idea is that it uses the familiarity of Jury Duty to follow a ‘trial’ process that involves tasting and delivering a verdict on beer. There’s always a new case to crack, and a new beer on trial which provides an ongoing opportunity to facilitate engagement in an interactive way for consumers, and enable us to learn about what Australians like to drink.”

Says Ed Stening, connections director, Lion: “We see this idea as a long running program for Lion. It gives us a chance to have direct conversations with Australians and find out what they do and don’t want. This will help us keep delivering new and popular beers to the ever changing Australian taste buds.”

To help launch Brewery Duty, Lion has teamed up with Aussie comedian, radio and TV presenter Merrick Watts to summon the nation’s beer drinkers to register for brewery duty in the name of bettering Australian beer.

Brewery Duty is supported by a multi-channel national campaign running across all sorts of weird and wonderful channels. Aussies can sign up for Brewery Duty anytime from the 9 December 2022 at breweryduty.com

Client: Lion

Creative Agency and PR: Thinkerbell

Media Agency: UM

Digital Agency: Affinity

Production Company: Elastic