Droga5 Casts Off with Sail & Anchor

Droga5 Sydney’s new offering in the competitive boutique beer market smashes traditional thinking and lets go of the, often elitist, approach to marketing craft beer.

 

The Sail & Anchor print campaign for the launch of the four-beer craft range (Pale Ale, Amber Ale, Golden Ale and Kolsch) has launched as a point of sale campaign across the country.

 

Strategic Business Director Ant Warne believes firmly that Sail & Anchor is a true icon of the craft-brewing scene.

“It is in fact the pub where it all kicked off in Australia back in '84,” he said. “In the pioneering and mutinous spirit of the brand, the team wanted us to look at craft beer differently - that brought to the work the courage of a seasoned sailor."

 

The campaign execution will feature across 80 pubs where it will be available on tap, in 320 bottle shops and through 1300 stores.

 

Creative Director Cameron Blackley said the insight was gained after years of research.

“We established that pirates, buccaneers, privateers and coxswains are the fastest growing part of the community,” he said. “Yet no-one was giving them, let alone hook-handed parrot-buggering skippers, a voice.”

 

“We felt that Sail & Anchor was just right for the kind of man who will give their opinion in the form of a 40 pound canon ball in the face, then stoically enjoy their beer,” he said. 

 

 

Agency credits:

Creative Chairman: David Nobay

Executive Creative Director: Duncan Marshall

Creative Director / Copywriter: Cam Blackley

Head of Art / Art Director: Daryl Corps

Strategic Business Director: Ant Warne

Business Manager: Magda Rybicki

Strategic Director: Toby Harrison

Print Producer: Rachel Williamson

Typographer: The Craftshop