Lionel Richie says 'hello' to beer lovers for Tap King

By AdNews | 24 June 2013

It's the classic man's dilemma – you keep opening the fridge, but can't seem to find what you're looking for. Well, Lion has found the answer. It's Lionel Richie.

The alcohol giant is doing the Nespresso thing, but for people who would much rather get drunk at home. The home draught beer dispenser Tap King will initially launch with XXXX, Hahn, James Squire, Tooheys and James Boag.

The $5 million campaign by BMF features Richie crooning his classic 'Hello' from inside the fridge. Lion national marketing director Matt Tapper said: "It was a coup to secure well known performer Lionel Richie and the creative execution is a perfect introduction to Tap King.

"The irreverent tone and the surprising creative brings to life the exciting moment when a beer-lover realises he can now enjoy his favourite brew as a quality draught beer at home."

Charles Firth of Chaser fame is also involved, starring in a series of online videos for the digital component of the campaign, developed by The White Agency. The TVC will air from July and will be supported by out-of-home, digital, PR and an internal advocacy program.



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