CUB Launches 'The Unexpected Ginger' Campaign for Rusty Yak Gingery Ale

Carlton & United Breweries (CUB) and Clemenger BBDO Melbourne have launched its new campaign 'Unexpected Ginger' in support of the new addition to the Yak family, the Rusty Yak Gingery Ale

Based on the idea that the red-haired gene can come from surprising places, the brand will be hiding a limited number of its gingery ale bottles in six-packs from across the Yak range, including Wild Yak, Fat Yak and Lazy Yak. The mystery bottles are appearing at random - much like the ginger gene itself.

'The Unexpected Ginger' creative plays on the idea that gingers are known to pop up unexpectedly and have been surprising families for years, with the campaign rolling out via social film, radio, OOH and PR.

The winners who are fortunate to find one of the few Rusty Yak bottles in their six-pack will win a $500 prize, in addition to being able to enjoy one of the delicious Gingery Ales.

Says Brian Phan, brand director at Carlton & United Breweries: "We're excited to introduce Australia to the newest member of the Yak herd - the Gingery Ale, Rusty Yak. Ginger is the third largest and consistently growing style in the craft beer category, and we are proud of our new red-headed creation."

Says Stephen de Wolf, executive creative director, Clemenger BBDO Melbourne: "It's not every day we get to announce a new addition to the Yak family... especially a ginger one. We wanted sampling to be at the heart of the idea, bringing it to life in a light-hearted way that only Rusty Yak can."