Matilda Bay promotes Hazy Lager as the second favourite beer via Howatson+Company

25 October 2023
 

Creative Agency: Howatson+Company

0 0
Deciding not to compete with people’s favourite beers.

When it comes to lager, Australians are a loyal bunch. They don't just drink their favourite beers, they proudly wear branded merch, get tattoos of logos, even build shrines in their sheds.

So, to encourage trial of its new Hazy Lager, Matilda Bay has decided not to compete with people’s favourite beers, but instead help them love their favourites more.

By ordering Hazy Lager at participating venues and bottle shops, punters can walk away with unique prizes, like a custom-made VB Knock-Off chair, a one-of-a-kind Carlton Dry hot tub, Great Northern fishing kits, Carlton Draught fridges, snowboards, surfboards, BBQs, plus much more - created, built and sourced by Matilda Bay themselves.

Benjamin Cairns, head of marketing at Matilda Bay Brewery, said as a craft brewery not traditionally known for lager, it needed to find a clever way to get drinkers to consider the brand-new smooth and easy craft lager.

"That’s no easy task given most Australians already have their trusted-on favourites that they’ve been drinking for years and years," he said.

“And that’s why this idea is so perfect for us. It’s a huge incentive to give us a try in the moments they want to drink a craft beer”.

Gavin Chimes, ECD at Howatson+Company, said it may seem counterintuitive to put the agency's production budget into making prizes for other beers but when it looked at Hazy Lager’s legendary competition, it knew it had to think differently.

"This is a promo that’s unashamed, self-aware and a little bit crazy. But that combo is what has always made Matilda Bay such a special brewery," said Chimes.

“Credit to the many different brand teams at Carlton & United Breweries for buying into this idea. Turns out it’s one of those win-win-win situations. For their brands, Matilda Bay and beer lovers. And big thanks to James Dive and the team at Scoundrel for adding their touch of magic to the project.”

The promotion runs for eight weeks at 208 participating venues and bottle shops in WA and VIC – supported by online film, OOH, social, PR and digital. 

Find out more about Matilda Bay’s Hazy Lager promotion:  https://your2ndfavouritebeer.com

 

Credits:

Client: Matilda Bay Brewery  

Head of Marketing at Matilda Bay Brewery: Benjamin Cairns

Agency: Howatson+Company 

Founder/CEO: Chris Howatson 

Executive Creative Director: Gavin Chimes 

Creative Director: Scott Zuliani 

Creative Director: Jared Wicker  

Senior Art Director: Tom Macphail 

Senior Copywriter: Will Halstead 

Copywriter: MadeleineSemit

Head of Production: Holly Alexander 

Senior Producer: Caitlin Perz 

Chief Strategy Officer: Dom Hickey

Planning Director: Georgia Pritchard

Client Partner: Ollie Wearne 

Senior Account Director: Angela Lethbridge 

Business Manager: India Clarke  

Head of Craft: Ellena Mills 

Associate Design Director: Trent Michael

Finished Artist: Simon Merrifield & Patrick Rivera

Editor: King Yong

Videographer: Mark Broome

Colourist: Kel Gronow

Head of PR: Ben Handberg 

Senior Account Director PR: Melinda Durston 

Account Director PR: Natalia Katsionis

Digital development: Howatson+Company 

Head of Digital Programs: Anna Boucaut

Digital Experience Design: Trent Roberts, Adam Hughes

Digital Experience Development: Brendan McKenzie, Scott Zonneveldt, Xianzhe Yang

Quality Analyst: Jorge Soria

Prod Company: Scoundrel

Production design director: James Dive

Producer: Matt Roberts

Post-Production Company: Howatson+Company

Related Content

Latest Campaigns

comments powered by Disqus