Lion has begun a “strikingly different” campaign to harness the market appeal for a major launch of a new variant to XXXX – XXXX DRY.
XXXX DRY is described as an “easy drinking full strength lager designed to appeal to the next generation of beer drinkers” and the release campaign has been specifically tailored to this younger audience.
Lion’s marketing team has worked in close partnership with creative agency Host/Havas Sydney and creative studio FutureDeluxe, electing to follow the “living the good life” personality of brand legend XXXX GOLD, while embracing the energy and attitude of the younger generation.
The catchphrase for XXXX Dry is simply “Yeah Nice”.
“XXXX holds a special place in Queenslanders’ and Australians’ hearts, so we didn’t take lightly the challenge of launching the next beer under this iconic brand,” offers brand director Amy Darvill.
“We intentionally set out to create work which feels strikingly different to anything we’ve put out before under the XXXX brand.”
The release and TVC (below) herald the recent launch of XXXX Dry into Queensland and the Northern Territory, following a soft launch earlier in the year.
But sources have suggested to PubTIC XXXX Dry will likely see a national launch in 2021.