Thinkerbell has launched a new project for Lion’s XXXX, branding the beer as the staple beverage all year round – not just in summer.
Playing on the old adage that Queensland is always sunny, the new work aims to remind Aussies they can drink the beer in any season.
“Launching a campaign for a summer beer in a place where summer never ends, is a great opportunity,” said Chris Allan, head of marketing – core beer, at Lion.
“For Australians it’s summer and the good life all year round, and even if you’re not in Queensland you can taste what it feels like anytime with a XXXX Summer.”
XXXX has also created the ‘Summer Bright Ice Bucket Hat’ – a bucket hat that also serves as a ice bucket once turned upside-down.
“The Sunshine State doesn’t really have spring, …