XXXX Gold has unveiled its first work from newly appointed Host to celebrate spending Summer with family and friends.
The campaign aims to inspire Australians to get the most out of the simple things in life while sharing a beer.
The spot shows a guy going the extra mile to make his friends come together through barbeques, a day out on the boat and the annual camping pilgrimage.
Host won the account from from BMF earlier this year.
XXXX Gold is being positioned as a way for Australians to slow down and enjoy the weekend.
This new campaign is a large step forward for XXXX Gold and signals a broader shift for the brand. It signals the start of a new, engagement platform for XXXX Gold, which is launching to continue its relevancy in the Australian market.
XXXX Gold marketing manager Richard Knight says that the new campaign signifies the next chapter for the brand.
“We’ve always been about making the most of the great Australian outdoors with friends and family. This means different things to different people so our intention is to capture all of those special moments that happen every weekend, right across the country.
“We wanted to create reminders of how rewarding it is when we take the time to make the most of these opportunities and to enjoy the famous Australian outdoor lifestyle.
‘Take in the Gold’ will be launching on TV with significant additional marketing investment across out-of-home, digital, experiential, PR and social.
In the November issue of AdNews we get experts to weigh in on the beer category. Subscribe now to read more.
Ben Slocombe – Marketing Director – Lion
Jack Mesley – Brand Director – Lion
Richard Knight – Marketing Manager – Lion
Chris Allan – Brand Manager – Lion
Kristy Bloomfield – Brand Manager – Lion
Zuzana Stankova – Assistant Brand Manager – Lion
PRODUCTION, EDITORIAL & VFX
Scoundrel, Cutting, Studio 20, Edge, Song Zu