ASIA-PACIFIC – AUSTRALIA, JANUARY 17, 2013 – Integrated marketing communications company Grey Canberra has launched a tongue-in-cheek campaign for local brewery Zierholz Premium, which prides itself for creating fresh, locally produced beers.
The point-of-sale campaign aims to increase top of mind brand recall amongst target audience and communicate the message of Zierholz as a locally brewed premium alcoholic beverage.
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To convey the message that certain conditions during transit can be detrimental to the quality of the beer and locally brewed beer is therefore fresher compared to beer that has traveled thousands of miles; the creative idea was to present a visual depiction of a beer character facing various unfortunate travel situations on its way to its point of sale, with the tagline, “Bad things happen when you travel”. The campaign supports the beer’s premise that being brewed locally ensures a distinctive fresh taste.
Matt Johnson, creative director, Grey Canberra commented, “At Grey we are committed to finding the right creative solutions to clients’ business challenges and to develop breakthrough ideas that deliver meaningful and tangible results for clients to realize their business objectives.”
Advertising Agency: Grey Canberra, Australia
Creative Director: Matt Johnson
Art Directors: Matt Tindale, Mike Jacobsen, John Attard
Copywriter: Phil Selby
Account Director: Ryhs Morrison
Illustrator: Mike Jacobsen