ASIA-PACIFIC – SINGAPORE, JUNE 9, 2011 – Two emerging companies with similar structure, attitude and cultural fit–it doesn’t hurt that both of them love beer. The new collaboration between JayGrey Sydney and 4 Pines just seems logical. 4 Pines is renowned for their innovative, award-winning, handcrafted beer; JayGrey Sydney for its creatively led, entrepreneurial communications.
The first campaign JayGrey Sydney will be working on is the Vostok ‘Space Beer’ initiative, an idea which saw 4 Pines and Saber Astronautics Australia research and produce the first beer specifically intended for drinking in space (while remaining a tasty drop here on earth).
Jaron Mitchell, part owner and General Manager of 4 Pines said, “We are excited about the ideas coming out of JayGrey Sydney. This has been our first foray into the world of advertising for our brewery and to date it has been really successful. What’s more, with our move into a larger brewery and with a growing distribution throughout Australia, the timing seems perfect.”
Jay Furby, JayGrey Sydney’s Creative Director, said, “It was a great chance to do something interesting. Most beer advertising today, whilst being entertaining, is somewhat generic in style. We decided to break this mould – a decision made easier because of the ridiculously entertaining proposition about the first beer brewed and tested for space travel.”
4 Pines join JayGrey Sydney’s roster of brands, which already includes Sensodyne, Panadol, Macleans, Hong Kong Tourism Board, Ribena, Bayer and White King.
