XXXX Summer Bright Lager taps into the sounds of summer in ongoing campaign via BMF Sydney

August 20 2012, 10:01 am | BY Lynchy | 12 Comments

goldfields_main_061210122712.jpgAs part of its new Refreshing Summer campaign, XXXX Summer Bright Lager has collaborated with rising Ballarat quintet, Gold Fields, to ‘refresh’ the classic summer hit “Summer in the City”, originally recorded by The Lovin’ Spoonful via BMF Sydney.

 

The collaboration is the first of what XXXX Summer Bright Lager hopes to be an ongoing campaign, joining forces with a handful of Australian artists to cover popular summer tracks.

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summer.jpgThe track will feature in the XXXX Summer Bright Lager television commercial set to air from August 22, and will be distributed to radio stations across Australia.

 

In addition, fans of the song can Shazam the advertisement to download the track free (up to 30,000 free downloads are available).

Says Anna McMillan, XXXX marketing manager: “As a beer that truly captures the essence of summer, we wanted to put a refreshingly new spin on some summer favourites. By teaming up with one of Australia’s hottest acts, we hope to give our fans an inspired track to add to their summer playlist.”

Says Andie Tickner, brand partnerships manager at EMI: “We are proud to be a part of the ‘Refreshing Summer’ campaign and firmly believe this campaign is a great example of what can be achieved when working collaboratively and creatively. Our friends at Lion and BMF understand that music plays a valuable role in how XXXX Summer Bright Lager engages with its consumers, so by using the cool sound of Gold Fields they are ensuring that Australians are in for a real treat this summer. We’re all excited to see the campaign roll out and hope this uniquely refreshed track will become a fixture in many summer playlists.”

Since 2010, XXXX Summer Bright Lager has become a stable of the summer scene with the XXXX Summer Bright Lager Kombi, a custom-built Volkswagen that transformed into a state-of-the-art DJ platform, bringing summer tunes to venues, beer gardens and festivals across the country. For summer last year, the brand partnered with Australian DJ duo, the Stafford Brothers, to host eight free shows featuring the Kombi.

 

The Refreshing Summer campaign launches on August 22 and will be supported by a television campaign, social media including Shazam, Facebook, Twitter and YouTube, a radio promotion and the release of a music clip.

Client – Lion

Creative Agency – BMF

Music Label – EMI