Lion’s biggest beer brand, XXXX Gold, has launched an advertising campaign based around inspiring Australians to get the most out of the simple things in life.
Marketing Manager Richard Knight says the campaign signifies the next chapter for XXXX GOLD.
“We’ve always been about making the most of the great Australian outdoors with friends and family,” he said. “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,” he said. “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.”
Set to the song Mannish Boy by Muddy Waters, the TV executions highlight the host of a gathering: “the guy that loves going the extra mile to make sure it all comes together – a barbecue, a day out on the boat with friends or the annual camping pilgrimage – all with XXXX Gold helping Australians slow down and enjoy the weekend”.
XXXX Gold says this campaign is a large step forward for the brand and signals that it has aspirations to become more inclusive and truly relevant as an Australian icon for many years to come.
Developed by Sydney-based agency Host, ‘Take in the Gold’ launched on TV this week, with significant additional marketing investment to come across out-of-home, digital, experiential, PR and social.