XXXX creates a range of his and hers budgy smugglers via Thinkerbell

Chris Pash
By Chris Pash | 9 December 2021

XXXX has released a range of budgy smugglers swimwear available in Smugglers and Smugglettes.

The beer brand will be donating 100% of royalties from the must-have cossies to Surf Life Saving Queensland.

Anubha Sahasrabuddhe, CMO at Lion: “We care about Queenslanders and we want to help keep them safe in the water this summer.

"Whether at the beach, poolside or out on the boat, Queenslanders can be proud of not just what they’re wearing but the fact that they’ll be helping raise money for Surf Life Saving Queensland, so they can continue their incredible work.”

To launch the beer-inspired Budgy Smugglers, XXXX has partnered with born and bred beach-loving Queenslander, Courtney Act (Shane Jenek), seeing Courtney sporting the Smuglettes and Shane donning the Smugglers.

Adam Ferrier, Chief Thinker at Thinkerbell: “We wanted to pair an iconic Queensland beer with an equally as iconic Queenslander to make waves for XXXX, whilst carrying on the rich tradition of the brand supporting the community. We’re excited to see XXXX Budgy Smugglers fly as a result this summer.”

The campaign launches this week across earned media, social and digital.


Client: Lion

Anubha Sahasrabuddhe - CMO 

Chris Allan - Brand Director

Ed Stenning - Connections Director 

Sophie Breheny - Connections Leader

Zach Workman-Brown - Brand Manager

Kyle Hugall - Creative Strategist

Katharina Basley - Marketing Manager

Sam Pulsford - Marketing Manager

Clare Tsubono - Media Leader


Agency: Thinkerbell 

Adam Ferrier - Chief Thinker

Anjana Khallouf - National Head of Earned

Krystel Jenkins - Executive Head Thinker

Olivia Romas - Lead Creative Tinker 

Nic Buckingham - Head Creative Tinker 

Tarah Miller - Lead Thinker Earned

Sophie Sager - Thinker Earned

Jamie Herman - Lead Thinker 

Nick Livingston - Lead Production Tinker

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