Mountain Goat helps shoppers with GOATONOMICS in latest campaign via Communicado
Mountain Goat has become well-known for marketing gimmicks run by goats. Since launching Goat Very Enjoyable Beer, its goats have run a call centre, held two lotteries, started a law firm and run a travel agency. Now its goats are running an accounting firm. Introducing Mountain Goatʼs GOATONOMICS.
The latest campaign for Mountain Goatʼs Very Enjoyable Beer, developed by Communicado, gives consumers the chance to have their beer shout them. All consumers have to do is pick up a specially-marked case for a chance to win $10, $20 or $50 instantly. They can spend it at eligible shops on whatever they want, like a mateʼs forgotten birthday present, a pint at their local or tickets to a music gig.
Says Chris Buchanan, associate creative director, Communicado: “Trying to justify certain purchases can sometimes be difficult. But now with GOATONOMICS and the chance to win $10, $20 or $50 instantly, thereʼs another reason to pick up a case of Mountain Goat Very Enjoyable Beer.”
Says Shencina Conway, marketing manager, Mountain Goat: “At Mountain Goat we believe that life is best lived a little untamed and we use our promotions to connect more drinkers with our brand using that ethos; we believe this campaign hits the mark by rewarding consumers in a creative and slightly unorthodox way. And who doesnʼt love the chance to win $10, $20 or $50 bucks?”
GOATONOMICS is in market across radio, OOH, social and in-store now, through to 25th June 2024.
Listen to the radio:
Client – Mountain Goat
Marketing Marketing: Shencina Conway
Brand Manager: Neal Hayes
Creative Agency – Communicado
Director: Kerrie Ryan
Director: Lucy Houldsworth
Executive Creative Director: Annie Price
Associate CDs: Chris Buchanan & Simon Fleming
Head of Art: Eliza Albie
Senior Designer: Jack Dinsmoor
Account Director: Dearbhla Nic Amhalghaidh
Account Executive: Milly Neal
8 Comments
What happened to Monkeys?
I think I saw some nature doco years ago that suggested that monkeys and goats don’t get on.
Mountain Goat is one of those beer brands that absolutely nobody will be surprised if it goes out of business in 5 years or less. Doesn’t have a point of difference in brand or product and doesn’t really stand for anything in a category that isn’t growing. When your marketing/brand/comms strategy gets to the stage of consumer promotions involving the lottery winnings of money, then you are truly tapped out (no pun intended). ‘We might just give you money to buy our product’.
Looks like they’re trying to copy the work the monkeys do? If you’ve won them come up with your own ideas?
If you have to explain the idea in the press release you shouldn’t have made this
Can someone condense the copy on the third poster for me?
? – might be a case of those Accenture profit margin demands eating into the preparedness to pay… although of course while MG seems to be an ‘indie’ beer brand, it’s part of Asahi…
And let’s not forget people, clients own the IP for work they commission, not agencies. Marketers should be applauded for sustaining continuity of brand platforms and personality across change of agency, not the other way round.
You make some very valid, well considered points in a rational, mature and measured way.
Are you sure you’re at the right place?