Tradie trades “Cooee” for “Gingaaaah” in latest Ginger Beer campaign via The Incubator
Building on the success of its highly popular new beer launch last year, Tradie has now released its new Ginger variety with a play on the classic Aussie bush call “Coooeeeee” as part of a new campaign developed by The Incubator.
Tradie, the iconic Aussie brand who have built its popularity through a range of products from clothing to personal hygiene, have grown a cult following through its cheeky, fun and larrikin brand ambassadors.
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Says Ben Goodfellow, founder, Tradie: “When it comes to finding representatives for our brand, we’ve always chosen people you’d be happy to have a beer with. Now we’re making beer, we’re literally putting that to the test!”
Essendon Ruckman Sam Draper and Pro Surfers Jackson Baker and Matt Wilkinson are back in this new Tradie Ginger Beer commercial, where they build on the now viral catch-phrase of their original beer ads, featuring people sipping the beer and saying a long and satisfied “AAAAAHHHH”.
Says Kyran Docker, creative director of The Incubator: “As a Ranga myself I’m proud to be adding to the ginger-loving lexicon of Australia through these ads. We hope ginger beer fans around the country will embrace the call.”
Tradie’s Ginger Beer joins its launch range of Zero Carb Lager, Lager, and Pale Ale, and is available now in Liquorland, First Choice and online.
The ad is already live on socials and will be airing on TV from April, during NRL on Nine and AFL on Foxtel and Kayo.
Client – Tradie Underwear
Tradie Founder – Ben Goodfellow
Tradie Brand Manager – Simone Hyde
Creative Agency – The Incubator
Managing Director – Jeremy Walsh
Creative Director – Kyran Docker
Copywriter – Sean Brisbane & Sophie Hanlon
Production Company – Truce Films
Director – Nicholas Clifford
Head of Production – Mike Ciccone
Producer – Jess Langley
Production Manager – Logan Davies
DOP – Joel Betts
Offline/Online Editor – Marty Gilchrist, Puffin Post
Grade – CJ Dobson, Moodlab
Post Sound – Rob Stephens, Squeak E. Clean Studios
Media Agency – Loop Media
6 Comments
I have no idea why anyone would want to drink the beer from a tradie’s underpants brand.
It’s the weirdest brand extension ever.
If it works, more power to ’em.
But going from ‘Tradie’s underpants’ to ‘refreshing drink’… ugh.
Do you really think people will think the drink has underpants sweat or something in it? Instead of thinking so hard to find something wrong with this maybe have a good hard think about yourself. And for the record I didn’t work on this and I think it’s a meh ad, but the levels of overthinking and pseudo-intellectual hogwash on this website are out of control. Ever heard of Yamaha? Why would anyone want a clarinet made by a company that makes boat motors? I don’t wanna smell fish guts when I’m playing Acker Bilk’s Greatest Hits. See how dumb that sounds?
It’s still the weirdest brand extension in a while… overthinking or not. And into a category in decline, with too many players already. I’d have gone into Tradie Insurance… or tools… or a million better margin businesses than beer.
Highly popular beer?
Did the client write this themselves or have the suits create this client maintenance style of unique transparent bs?
Tradie brand actually starts selling tradies who can get the job done on time?
LOL.