XXXX unveils 'The Summer Beer For All Year' via Thinkerbell

19 April 2024

Creative Agency: Thinkerbell
Media Agency: UM Media

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A new project for XXXX Summer Bright Lager this autumn.

Lion and Thinkerbell have launched a new project for XXXX Summer Bright Lager this autumn, to remind everyone you can drink it any season, even in autumn.

The idea is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, there is one season really, summer. So it’s a summer beer people can enjoy all year.

Thinkerbell chief creative Tom Wenborn said the Sunshine State doesn’t really have spring, autumn or that other one, it just feels like summer all year round.

"Maybe that’s why they end up creating their very own seasons," he said.

Lion’s head of marketing, Core Beer, Chris Allan, said launching a campaign for a summer beer in a place where summer never ends, is a great opportunity.

"For Australians it’s summer and the good life all year round, and even if you’re not in Queensland you can taste what it feels like anytime with a XXXX Summer," said Allan.

To support the OOH and digital campaign, XXXX has also created the Summer Bright Ice Bucket Hat. This innovation is both a bucket hat and ice bucket, providing shade from the rays but also a go-to ice bucket for beers.

Simply rotate the hat 180 degrees and it's elevated from a stylish fashion item, to beautifully functional beer cooling hardware. Punters will have the chance to win a Summer Bright Ice Bucket Hat via an Instagram competition in late April.

Life’s good when you give a XXXX.



Client: Lion

Creative Agency: Thinkerbell

Media Agency: UM

Digital Agency: Affinity

Film Production: Finch Director: Arundati Thandur

Stills Production: Alex Wall

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