Leveraging its status as the official beer off the Queensland side, Lion brand XXX Gold has launched an on-pack and in-store campaign that sees its replace its famous red four Xs logo with famous Maroon State Of Origin victories.
The initiatives aims to show the beer’s long-running support of the Queensland Maroons through a sentimental packaging promotion that aims to engage the team’s passionate fanbase.
This new campaign, developed in harness with creative agency Host/Havas, swaps the iconic Xs with the dates/years of some of the most memorable Maroons’ series victories – as selected by a set of Queensland players and by the XXXX in-house team.
These special edition State Of Origin cans will enable Queenslanders to ‘Taste the Glory’ of the Maroons success as they tell the tales of the most memorable Maroon moments from the series.
The packaging/in-store initiative is promoted by a hero spot running on television and across digital and social channels.
Whilst limited edition special packs are available on-premise and in-store with supporting activity.
The social media strand is further supported by dedicated content featuring a set of Maroons’ players sharing their most memorable series wins and inviting fans to discuss theirs.
Awesome to work with @scottprince7 and @QLDmaroons this morning to produce #XXXXGold ‘s first piece of #FBLive content this year: an exclusive look behind the scenes at Maroons’ camp. Classy set up. Worth a watch! pic.twitter.com/nBx0OJrQcI
— Alen Delic (@AlenDelic) May 28, 2018
“It’s not every day that a brand will remove their most recognisable attribute, but nothing shows XXXX is more committed to Queensland than by replacing their iconic logo to honour the on-field achievements of the Mighty Maroons,” commented Host/havas chief creative officer Darren Spiller.
While Lion Australia XXXX Gold marketing manager Richard Knight added: “This year’s State of Origin will once again be a must-watch spectacle for fans across the country. As long-time supporters of the Maroons, we wanted to give fans the ultimate way to cheer on the team and be at the heart of the celebrations. There have been some great moments over the years – we had a tough time selecting them – and hope there will be more to add after this series.”
Comment:
This campaign follows on from May 2017’s XXXX Gold State of Origin ‘Locals Make League Legends’ campaign – which championed grass roots local community football clubs in Queensland which produce the series greats from past and present.
Other notable campaigns thus far leveraging the 2018 State Of Origin series include a joint ‘Out For Blood’ cause campaign aimed at boosting blood donation amoung both sets of fans (see case study).
Links:
Lion / XXXX
https://www.youtube.com/user/xxxx
https://www.facebook.com/xxxxgold
Host/Havas
