The start of December saw beer brand XXXX GOLD leverage Australia’s cricketing summer with an integrated campaign promoting its Classic Cricket Edition cans.
The cans themselves, which feature a throwback styled Mr Fourex mascot (an iconic Queensland character), celebrate the beer brand’s lengthy association with Australian cricket and with the long, hot Aussie summer.
The supporting campaign, developed with agency Host/Havas, sees a set of tongue-in-cheek retro creative themed around old-school back garden cricket and the classic ‘one hand one bounce’ rule.
The creative blends the three things which make a classic, good Australian summer – friends, cricket and an ice cold beer – and champions an average Queenslander who, against the odds, found a way to keep hold of that refreshing cold can XXXX GOLD whilst playing the game he loves.
The objective behind this comic, retro approach is to drive Australians to purchase a case of XXXX GOLD Classic Cricket Edition cans to enhance their enjoyment of the summer of cricket.
The campaign is spearheaded by a hero video.
As well as the limited edition packaging, the content runs online across the brand’s digital and social channels, as well as in-stadium and in OOH and via a Mr Fourex integration with Channel 7.
“With XXXX GOLD playing such an important role over the summer beer season for Lion and our retail customers, it was important that we drove awareness of our classic cricket packaging and the surrounding retail campaign,” explained Lion brand director for mainstream Amy Darvill.
“Rather than play a straight bat with a simple retail ad, we worked with the Host/Havas team to bring to life a fun idea that taps into the uniquely Australian pastime of backyard cricket.”
Host/Havas Creative Director Matt Enniss added: “As a brand that has always championed Aussie ingenuity, it seemed right that XXXX GOLD lay claim to one of the best examples of it.”
The campaign was conceived and created by a team at Host/Havas for parent company Lion Nathan Brand Director Amy Darvill, Senior Brand Manager Nicola Schwendler and Brand Manager Christina Reid.
The agency team included Executive Creative Director Jon Austin, Creative Director Matt Ennis, Art Director Shaun Thomson, Copywriter Adam Smith, Production Director Alistair Ferrier, Senior Broadcast Producer Stephanie Cameron, Managing Partner Ant Moore, Account Director Rachel Robinson, Account Manager Jordan Van Der Heide, Chief Strategy Officer Olly Taylor and Senior Planner Phil Pickering.
The production company was AIRBAG and the video was directed by Ariel Martin, with Executive Producer Alex Tizzard, Producer Megan Ayers, DOP Aaron McLisky, Edit Charles Ivory, Grade Ben Eagleton, Online Heather Galvin, with sound by Song Zu.
Warm and nostalgic, this campaign seeks to tap into very different cricket cultures than the youth-focused T20 and TheHundred formats and the older cricket fan feels warmed by the memories.
It builds on previous standout XXXX Gold marketing such as its 2017 ‘Goldie Cap’ campaign (see case study) as well as its other sports marketing such as the 2018 ‘Taste Of Glory’ State Of origin activation (see case study).