By Amy Looker, editor – National Liquor News

Thirsty Camel has launched a new integrated campaign seeking a “Minister for Thirst” to represent thirsty Australians.

Running during March and supported by TV, radio, print, outdoor, PR and digital advertising, the Minister for Thirst promotions are offering a $20,000 Ministerial package, including $5000 cash for ‘expenses’, VIP sporting and event junkets, and monthly Thirsty Camel beverage packages.

Thirsty Camel’s Minister for Thirst will also have their appointment announced on a billboard in their area, while the first 10,000 nominations will receive an official Minister for Thirst stubby holder.

“After the success of the Beer O’Clock Project in late 2013, we wanted to take things a step further, and that’s Minister for Thirst,” says Thirsty Camel’s marketing director Leah Grinter.

“We’re all about irreverence, and we take thirst very seriously too, so this ministerial role is a perfect fit for our brand.”

Nominations are open until 29 March at

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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