XXXX & Queensland Maroons Spotlight Regional Communities In State Of Origin Activation

XXXX State Of origin Maroons Logo 1

XXXX, the official beer of the Queensland Maroons, leveraged its partnership during State of Origin II and III through a new logo based initiative championing the state local areas which replaced its own mark with the postcodes of what the brand describes as the real heroes of the state – Queensland’s communities.


The 144-year-old beer brand, which is the team’s longest running partner via an official sponsorship tie-up that has run for 32 years, was unveiled during Game Two of the NRL’s flagship state grudge match series when the XXXX logo was sapped with the postcode of each player’s own home area to drive home how the players are not only representing Queensland but also their own local communities.


For example, Maroons second row star Kurt Capewell wore the ‘4470’ postcode on his sleeve during the 26 June game in Perth to represent his home area of Charleville.


The activation, which was developed in harness with agency Thinkerbell, will continue through Game II and III and the community logo swap was promoted by and paired with a through-the-line communications campaign spanning eared, owned, paid and shared media across TV, OOH, digital, social, plus on- and off-premise initiatives and PR.


The work rolled out to coincide with the game days and is available online at


Led by a hero spot, titled ‘Give a XXXX About Bundaberg 4670 This State of Origin’, which dropped on 21 June which, like other executions in the campaign, seek to drive the brand, community and sports’ conversation via #GiveAXXXX.



XXXX also created a three-part docuseries focusing on three particular communities: Bundaberg, Barcaldine and Charleville.



The campaign we was created for the beer brand’s parent brewing company Lion by a creative and PR team at Thinkerbell, with digital handled by Affinity and media by UM.


“Charleville is where I started my rugby league journey, so it’s a real honour to play for the Maroons and wear the 4470 postcode on my sleeve,” commented Marrons forward Kurt Capewell.


XXXX Brand Director Chris Allan added: “XXXX has been a proud Queenslander for 144 years, and one of the things that makes QLD great is its resilient communities. The Maroons are running out on the pitch representing all of the regions and we wanted to bring some recognition of this to the Origin arena.”


Thinkerbell’s Chief Creative Tinker Jim Ingram said: “The best ideas are often the simplest, and swapping out the sleeve XXXX logo for the players local postcodes of Queensland has been embraced by everyone at XXXX, but more importantly those within the Queensland communities.”





This activation follows on from notable previous XXXX Maroon’s marketing campaigns such as 2021’s ‘Sometimes It’s OK To Spill A Bit’ and 2018s ‘Taste The Glory’.






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