This beer brand has chosen to focus on a different drop in its latest advertising push - water.
Host/Havas have launched a new campaign for Lion beer brand James Boag, following the merger of the two creative agencies in early October.
The ‘Born of Tasmania’ campaign ties the beer back to its heritage, focusing on Pure Tasmanian water and shot in black and white, with the exception of the beer.
Host has been working on the James Boag Premium account for the past 18 months.
The black and white approach is similar to the 2016 campaign from the brand, Return To Rugged.
The campaign rolls out nationally from early November in time for James Boag Premium’s major sponsorship of the Melbourne Cup Carnival.
Host/Havas creative director Chris Little says James Boag stands out as no other beer brand would make water the sole focus of its campaign.
"For James Boag it makes complete sense given the unique qualities of the Tasmanian water and the pride of place it has in their brewing story," he says.
Lion marketing manager Malcolm Eadie adds: “James Boag has been brewing its beers continuously and exclusively in Tasmania since 1888, and it’s our Tasmanian provenance that makes our beers truly special and unique among other premium beers. Of all the natural riches Tasmania offers, its pure water is the most special - so many remarkable and renowned things are born of it - and we are excited about our new campaign that highlights the quality of the water that goes into our beers."