XXXX and Thinkerbell

Iconic beer band XXXX wins Queenslanders’ hearts with Boomtown Pride of Origin campaign

Background

In its 144 years the XXXX brand has become iconic of Queensland. There are many reasons for this, but one major reason is that for the past 35, XXXX has sponsored Queensland’s most iconic sporting outfit, the QRL Maroons.

Whilst this iconic status as ‘the pride of Queensland’ had always kept the XXXX brand’s sales in good stead, new category entrants were changing younger consumers’ perception of the XXXX brand.

Rather than ‘the pride of Queensland’, this audience saw XXXX as ‘the beer that dad drinks’, a problem that XXXX would have to conquer through utilisation of its iconic QRL Maroons sponsorship.

 

Campaign Objective

XXXX’s objective was clear – gain reappraisal of the XXXX brand in key sales areas with younger beer drinking consumers.

In a nutshell, this meant that XXXX would need to find a way to reinstate the pride in its brand by associating itself with some younger and more aspirational parts of Queensland beer culture.

 

The Idea

In both 2022 and 2023 XXXX did the unthinkable.

Removing the four letter logo from the left sleeve of QRL Maroons’ player jerseys (the sleeve closest to the player’s heart) XXXX replaced its logo with the four digit postcode representative of that Maroon’s player’s origin.

Coupled with the release of a limited-edition can design that allowed Queenslanders to show off their own postcodes, and regional media placements in key sales areas. The gesture inspired the creation of user generated content that through social proof showed the XXXX brand was no longer ‘the beer that dad drinks’, but still ‘The Pride of Queensland’.

 

Campaign Creative

But, of course the logo switch wasn’t all that XXXX did to make the XXXX brand its most aspirational reflection of the state, and of Queenslanders.

The limited-edition release XXXX GOLD Pride in your Origin cans featured a number ranging from 0 to 9, that could be used to showcase Queensland’s 447 postcodes. Footy fans around the state entered the competition to win a plethora of prizes

 

To announce the competition along with the limited-edition cans, XXXX launched a 30” and 15” TV ad. The spot promoted the competition and showcased slices of life throughout Queensland, from red dirt to the blue and white coast.

To further demonstrate how it’s done, XXXX partnered with 40 Queenslanders around the state via Tribe, to create their postcode using the limited-edition XXXX GOLD cans, each highlighting a different postcode from around the state.

 

Expanding on the rich stories of every postcode, three unique docu-style films cast a spotlight on Queensland communities (Barcaldine, Charleville and Bundaberg), illustrating why XXXX gave a XXXX about that particular post code, and digging into the cultural nuance of each area.

The brand ran unique ads in print publications and radio, each speaking to the pride of that specific postcode, from a town named after a Bull, to the mystery of the Beaudesert Bunyip, and many more.

 

 

Media Channels

XXXX deployed a through the line campaign to reach the vast Queensland audience. It included TV, BVOD, YouTube, Meta, Radio, Press and Outdoor.

 

Results

The campaign immediately captured Queensland’s attention and swelled their pride for the team and XXXX.

The campaign reached three quarters of the Australian Population.
18 million impressions
100% positive sentiment
41.7% increase in brand awareness

 

Lion Head of Marketing – Core Beer, Chris Allan said “We know that it takes the support of many along a player’s journey from local junior to QLD Maroon. Players last year embraced the opportunity to celebrate the contributions of their communities by proudly displaying their postcodes on their jersey. Each player has a unique origin story and they are proud to wear their family name on their back and their community on their sleeve.”

“Strong communities are central to the Sunshine State, and with XXXX being a proud Queenslander, we’re thrilled that the mighty Maroons, for the second-year running, are sprinting onto the field representing all of their communities whilst also demonstrating a connection and sense of belonging to their Queensland roots.”

“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.”

 

Credits

Client: Lion
Creative and Earned Agency: Thinkerbell
Media: UM
Digital: Affinity
Production: The Producers
Social: Tribe

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The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to connect powerfully with an extra 9.6 million regional Australians.

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Boomtown News

Don’t miss any of the action. The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.6 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.

Don’t miss any of the action.
The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.6 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.