Lion Nathan has launched a new advertising campaign for XXXX GOLD. The XXXX GOLD Boat Building Project ventures into reality TV territory with a series of TV advertisements features three groups of mates, each coming together on a project: building a boat. The campaign is based on the insight of ‘man time’ – busy men taking time out of their work and home lives to come together and spend real time with their mates, working together on a project.
One group laments that in a ready-made, flat-packed world, they never get the chance to create anything from scratch. Another group fantasizes about the existence of mermaids. The third group is spurred into action by the acquisition of a marine motor. Consumers are directed to search online for xxxxgoldboat.
The XXXX GOLD Boat Building Project is being rolled out in print, PR, TV advertising. The online site invites Australians to register their boat building team in a bid to gain XXXX sponsorship. Over the next few months new 30 second commercials will chart each group’s progress. Videos are being fed to the new Youtube channel.
Credits
The XXXX Build A Boat campaign was developed at BMF, Sydney, by executive creative director Warren Brown, creative director Simon Langley, planning director Jeremy Nicholas, copywriter/art director Paul Bruce, strategy planner Simon McCrudden, group account director Lisa Ramsey, account director Patrick Cahill, account manager Esther Knox.
Filming was shot by director Simon MacRae via Orange Whip Films with producer Alex Mooney.
The website was developed at Holler Sydney.
Leaving Jacko Behind
“Jacko, his dog Marlin and their mates have served the XXXX GOLD brand extremely well, but in ensuring the brand evolves, we decided it was time to retire the boys on a high note and introduce new groups of mates, as well a new concept of mates coming together and building something,” said Brett Grebert, Mainstream Marketing Director, Lion Nathan.
“We credit Jacko and the boys for helping Lion Nathan forge a buoyant mid-strength category, as well as turning XXXX GOLD from a Queensland brew into one of Australia’s most popular beers nationally, and we are confident this new campaign will continue that success, says Grebert.
“Jacko, his dog Marlin and their mates have served the XXXX GOLD brand extremely well, but in ensuring the brand evolves, we decided it was time to retire the boys on a high note and introduce new groups of mates, as well a new concept of mates coming together and building something,” said Brett Grebert, Mainstream Marketing Director, Lion Nathan.
“We credit Jacko and the boys for helping Lion Nathan forge a buoyant mid-strength category, as well as turning XXXX GOLD from a Queensland brew into one of Australia’s most popular beers nationally, and we are confident this new campaign will continue that success, says Grebert.
XXXX GOLD, which launched in 1991 and grew quickly to become Queensland’s leading beer, is now Australia’s second largest brand and retains almost 60 per cent share and market leadership of the mid-strength category.
According to Warren Brown, Executive Creative Director, BMF and founding agency partner to the XXXX brand, the Jacko campaign resonated well with the target market and endured great staying power: “Jacko and the boys starred in more than 30 TVCs since launching in 2000, making the campaign one of the longest running and most successful of the past two decades. People related to Jacko and his mates and they became celebrities in their own right, which rarely happens with a TV campaign.
“We’re confident that Australians will appreciate the same great humour and enjoy the good times experienced by the new XXXX GOLD characters, and will hopefully be inspired to create their own project with their group of mates.”
According to Warren Brown, Executive Creative Director, BMF and founding agency partner to the XXXX brand, the Jacko campaign resonated well with the target market and endured great staying power: “Jacko and the boys starred in more than 30 TVCs since launching in 2000, making the campaign one of the longest running and most successful of the past two decades. People related to Jacko and his mates and they became celebrities in their own right, which rarely happens with a TV campaign.
“We’re confident that Australians will appreciate the same great humour and enjoy the good times experienced by the new XXXX GOLD characters, and will hopefully be inspired to create their own project with their group of mates.”