XXXX GOLD Launches New Cricket Campaign to Celebrate Summer of Cricket
With the summer of cricket back in full swing, Host/Havas have recently launched a new campaign for XXXX GOLD in support of its Classic Cricket Edition cans. In a true throwback, these cans feature the return of a famous mascot, Mr Fourex, a much-loved character in Queensland.
In this campaign, the audience is taken back in time to relive a moment that would go on to influence generations to come; the invention of the ‘one hand one bounce’ rule. It champions a bloke from Queensland who, against all odds, found a way to keep hold of that refreshing, ice cold XXXX GOLD.
With the summer of cricket back in full swing, Host/Havas have recently launched a new campaign for XXXX GOLD in support of its Classic Cricket Edition cans. In a true throwback, these cans feature the return of a famous mascot, Mr Fourex, a much-loved character in Queensland.
Says Amy Darvill, brand director for mainstream, Lion: “With XXXX GOLD playing such an important role over the summer beer season for Lion and our retail customers, it was important that we drove awareness of our classic cricket packaging and the surrounding retail campaign. Rather than play a straight bat with a simple retail ad, we worked with the Host/Havas team to bring to life a fun idea that taps into the uniquely Australian pastime of backyard cricket.”
Says Matt Ennis, creative director, Host/Havas: “As a brand that has always championed Aussie ingenuity, it seemed right that XXXX GOLD lay claim to one of the best examples of it.”
The goal of this tongue-in-cheek approach, which makes heart of three things that make a good Aussie summer; mates, cricket and an ice cold XXXX GOLD, was to drive Australians to pick up a case of XXXX GOLD Classic Cricket Edition cans for the best summer of cricket yet.
The campaign also rolled out through retro can packaging as well as a Mr Fourex integration with the Channel 7 broadcast. The content is live online, in-stadium, on XXXX social accounts and in OOH.
