Lion’s biggest beer brand, XXXX Gold, is set to launch a brand new advertising campaign via Sydney agency Host, called ‘Take in the Gold’, which aims to inspire Australians to get the most out of the simple things in life – such as time spent with family and friends under the Australian sun all the while enjoying a XXXX Gold.
Set to the iconic track, Mannish Boy, by Muddy Waters the TV executions shine the spotlight on the host: 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.
Richard Knight, marketing manager for XXXX Gold, says that the new campaign signifies the next chapter for XXXX Gold.
Knight said: “We’ve always been about making the most of the great Australian outdoors with friends and family. 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. 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. XXXX Gold is very much a beer for today and tomorrow. It’s enjoyed by people right across the country and we’ve reflected that in our new campaign.”
This new campaign is a large step forward for XXXX Gold and signals that the brand has aspirations to become more inclusive and truly relevant as an Australian icon for many years to come.
‘Take in the Gold’ will be launching on TV with significant additional marketing investment across out-of-home, Digital, Experiential, PR and Social. The first TVC will appear on Australian screens from Sunday 6th November.
Chris Little, creative director for Host, explains his excitement toward this up-to-date depiction of the iconic Australian brand and beer drinker.
Little said: “As a Queenslander myself, I was a touch nervous to be involved in the next chapter for XXXX Gold. The beer is an icon in Queensland and Australia, so this campaign is something the team has been thrilled to have been a part of.”
Creative Agency: Host
Production Company: Scoundrel
Production: Cutting Edge, Studio 20, Song Zu
Ben Slocombe – Marketing Director – Lion
Jack Mesley – Brand Director – Lion
Richard Knight – Marketing Manager – Lion
Chris Allan – Brand Manager – Lion
Kristy Bloomfield – Brand Manager – Lion
Zuzana Stankova – Assistant Brand Manager – Lion
Source: Little Black Book