When it comes to lager, Aussies are a loyal bunch. They don’t just drink their favourite beers, they proudly wear branded merch, get tattoos of logos, even build shrines in their sheds.
So, to encourage trial of its new Hazy Lager, Matilda Bay has decided not to compete with people’s favourite beers, but instead help them love their favourites even more. (This idea came from the brand’s agency, Howatson+Company.)
By ordering Hazy Lager at participating venues and bottle shops, people can walk away with unique prizes, like a custom-made VB Knock-Off chair, a one-of-a-kind Carlton Dry hot tub, Great Northern fishing kits, Carlton Draught fridges, snowboards, surfboards, BBQs, plus much more – created, built and sourced by Matilda Bay itself.
Benjamin Cairns, head of marketing at Matilda Bay Brewery, stated, “As a craft brewery not traditionally known for lager, we needed to find a clever way to get drinkers to consider our brand-new smooth and easy craft lager. That’s no easy task given most Aussies already have their trusted-on favourites that they’ve been drinking for years and years.
“And that’s why this idea is so perfect for us. It’s a huge incentive to give us a try in the moments they want to drink a craft beer.”
Gavin Chimes, executive creative director at Howatson+Company, added, “It may seem counterintuitive to put our production budget into making prizes for other beers but when we looked at Hazy Lager’s legendary competition, we knew we had to think differently. This is a promo that’s unashamed, self-aware and a little bit crazy. But that combo is what has always made Matilda Bay such a special brewery.
“Credit to the many different brand teams at Carlton & United Breweries for buying into this idea. Turns out it’s one of those win-win-win situations. For their brands, Matilda Bay and beer lovers. And big thanks to James Dive and the team at Scoundrel for adding their touch of magic to the project.”
The promotion runs for eight weeks at 208 participating venues and bottle shops in West Australia and Victoria – supported by online film, OOH, social, PR and digital.
Credits
Client: Matilda Bay Brewery
Head of Marketing at Matilda Bay Brewery: Benjamin Cairns
Agency: Howatson+Company
Founder & CEO: Chris Howatson
Executive Creative Director: Gavin Chimes
Creative Directors: Scott Zuliani & Jared Wicker
Senior Art Director: Tom Macphail
Senior Copywriter: Will Halstead
Copywriter: Madeleine Semit
Head of Production: Holly Alexander
Senior Producer: Caitlin Perz
Chief Strategy Officer: Dom Hickey
Planning Director: Georgia Pritchard
Client Partner: Ollie Wearne
Senior Account Director: Angela Lethbridge
Business Manager: India Clarke
Head of Craft: Ellena Mills
Associate Design Director: Trent Michael
Finished Artists: Simon Merrifield & Patrick Rivera
Editor: King Yong
Videographer: Mark Broome
Colourist: Kel Gronow
Head of PR: Ben Handberg
Senior Account Director
PR: Melinda Durston
Account Director PR: Natalia Katsionis
Digital Development: Howatson+Company
Head of Digital Programs: Anna Boucaut
Digital Experience Design: Trent Roberts, Adam Hughes
Digital Experience Development: Brendan McKenzie, Scott Zonneveldt, Xianzhe Yang
Quality Analyst: Jorge Soria
Production Company: Scoundrel
Production Design Director: James Dive
Producer: Matt Roberts
Post-Production Company: Howatson+Company
