The threesome of drinks, TV and sport is proving a powerful mix, writes John Davidson.
The fifth of January marks the launch of the second series of Lion Nathan’s XXXX Gold beach competition.
The concept was created as a way of continuing the national growth of the brewer’s XXXX Gold beer brand, which, though largely viewed as a Queensland institution, has expanded beyond its northern roots and is now Australia’s second biggest beer, behind Foster’s VB.
Beach cricket was also a cheeky way of aligning the brand with cricket, at a time when the Ashes were on and the nation was fixated on the sport, and when Lion Nathan was effectively locked out of major official cricket sponsorship.
Although the brewer was a major sponsor of the Australian national team in the ’80s and ’90s, and continues its strong links with state teams and grassroots, Foster’s now has top billing as cricket’s main alcohol partner. Or so it appears.
Beach cricket, described as risky ambush marketing by some, and tacky by others, has partly usurped Foster’s status and the series has certainly paid off for Lion Nathan.
Since the series launched in January, XXXX Gold sales have grown by 7%, around 400,000 pieces of merchandise were sold and just over seven million people in total tuned in to watch the beach cricket series on Network Ten.
Ten’s involvement in the series has been critical, according to Lion Nathan marketing manager Andrew Coates, with the broadcaster involved from the very beginning in getting the concept off the ground. The visual spectacle of beach cricket is perfect for summer TV viewers as they recline in an armchair with a cold drink – hopefully a XXXX.
The beach cricket series coverage has also been sold to
11 countries, and Coates sees the format being replicated overseas, in South Africa for example.
Gus Seebeck, Ten’s sport marketing & publicity manager, says beach cricket “came out of the blue” but has been very successful for the broadcaster because it has Ten’s “young” and “fun” feel and handily fills a hole in Ten’s summer sporting schedule.
Its appeal is similar to that of Red Bull’s Air Race World Series, another brand-funded and owned sport, which Ten will again televise when the event reaches Perth in November.
If it appears client-created and controlled sports competitions are the way of the future for TV broadcasting, Foster’s isn’t following suit.
While Lion Nathan has been pumping money into beach cricket in its assault on VB, arch rival Foster’s has focused on promotional marketing and announced its replacement for its Talking Booney doll – a Talking Warnie.
A polarising figure like no other in Australian society, save for David Hicks, some might question the choice of Shane Warne as the new face of the enormously successful promotion.
But those critics might want to take a peek at the ratings for the last episode of Seven’s Kath & Kim, featuring one SK Warne.
The program notched 2.3 million viewers, making it the eighth-most watched TV program this year.
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