By Ian Neubauer
XXXX will today (October 27) launch a new advertising campaign for its mid-strength brand XXXX GOLD.
Developed in partnership with advertising agency BMF, the XXXX GOLD Boat Building Project will spell the end for the long running ‘Jacko’ campaign that has supported the brand for more than eight years.
The campaign feature 12 new characters — three groups of mates — each coming together to build a boat. It is based on the insight of ‘man time’ – busy men taking time out of their work and home lives to come together and spend real time with their mates.
A 60-second pilot will see one group lamenting that in a ready-made world, they never get the chance to create anything from scratch. For different reasons, all three groups resolve to build a boat and every few weeks a new 30-second spot will launch, charting each group’s progress.
“Jacko, his dog Marlin and their mates have served the XXXX GOLD brand extremely well, but in ensuring the brand evolves, we decided it was time to retire the boys on a high note and introduce a new concept of mates coming together to build something,” said XXXX GOLD marketing manager, Andrew Coates.
BMF chief executive, Warren Brown, expressed similar sentiments. “We’re confident that Australians will appreciate the same great humour and enjoy the good times experienced by the new XXXX GOLD characters, and will hopefully be inspired to create their own project with their group of mates,” he said.
The new campaign will be shown on free to air TV across Queensland and regional Australia tonight as well as pay TV nationally. It will also be available online in the coming days.