By Andy Young
Lion is launching a brand new advertising campaign for its biggest beer brand XXXX Gold.
The new campaign, called ‘Take in the Gold’, aims to inspire Australians to get the most out of life’s simple pleasures, while enjoying a XXXX Gold.
Richard Knight, Marketing Manager for XXXX Gold, said: “We’ve always been about making the most of the great Australian outdoors with friends and family. This means different things to different people so our intention is to capture all of those special moments that happen every weekend, right across the country.
“We wanted to create reminders of how rewarding it is when we take the time to make the most of these opportunities and to enjoy the famous Australian outdoor lifestyle.
“XXXX GOLD is very much a beer for today and tomorrow. It’s enjoyed by people right across the country and we’ve reflected that in our new campaign.”
The first television commercial will appear on Sunday 6 November, with additional marketing investment to follow across out-of-home, Digital, Experiential, PR and Social.
Lion promises this advertising campaign is just the start of a new engagement platform for XXXX Gold, with more to come over the summer months.