Aldi moves into booze with lighthearted jab at overpriced beer and wine snobs

2_ALDI Liquor_Sauvignon PlonkAldi has fired the latest salvo in the supermarket wars as it ups the ante in the lower-priced alcohol market sector with the help of a cheeky creative campaign from BMF.

Having already put its mark on the sector with its less-than-straight-faced approach to flogging fast-moving consumer goods, Aldi is now marketing its cheap beer and wine in a similar voice.

The campaign also focuses on quality and value for money, highlighting awards some of its wines have won.

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Morning Update: The ultimate Old Spice ad?; Cord cutters cut media share prices; Beer market bubbles as MillerCoors parts with WPP

Creativity: Old Spice Pits Terry Crews Against TMYMCSL in Latest Ad

Old Spice and Wieden & Kennedy Portland pit the brand’s most outspoken spokespersons –The Man Your Man Can Smell Like (Isaiah Mustafa) and Terry Crews — against each other in this new spot showcasing the brand’s different scents, Timber and the strangely-named Bearglove.

Directed by go-to Old Spice helmer Tom Kuntz of MJZ, the ad opens with TMYMCSL in a familiar setup — barechested, wrapped in a towel and standing in a bathroom. He proceeds to take the viewer on another journey of his amazingness — through the woods, into a jewelry store and rowing on a river — all while promoting Old Spice’s “Timber” scent, billed as “power for your body, soul and jet-powered chainsaw, if you happen to use one.”

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Morning update: Brand asks people to literally watch paint dry; Sexist beer ads need rethink

Mumbrella Asia: Lipton claims to master the art of Teh Tarik with 3-in-1 instant milk tea

In a new film by Creative Juice\TBWA for Lipton’s 3-in-1 instant tea, the Unilever-owned brand pits itself against Teh Tarik, the hot milk tea served in kopi tiams in Malaysia.

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CUB unites beer brands for six-month loyalty push to collect more detailed customer data

Carlton & United Breweries has brought together five of its leading brands for what it has described as its “biggest ever consumer promotion”, a six month rewards push based around the NRL and AFL.

My Footy Rewards will involve CUB beer brands Victoria Bitter, Carlton Draught, Carlton Mid, Carlton Dry and Strongbow, with the campaign created by Clemenger BBDO Melbourne, in a bid to capture valuable data as it looks to improve its knowledge of customers.

Zoey Saunders, CUB class category development manager, said the way consumers are interacting with brands is evolving, adding: “We are evolving in line with that. Other industries are more sophisticated than the beer category but we are at the start of the journey.

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Morning Update: Carlsberg creates billboard that gives out free beer


AdWeek: Carlsberg Makes Londoners Happy With a Billboard That Gives Out Free Beer

If you thought Coke Zero’s drinkable billboard was impressive, Carlsberg would like to serve you some outdoor advertising with a bit more kick.

The Danish brewer, with help from ad agency Fold7 and design company Mission Media, unveiled a beer-dispensing billboard at The Old Truman Brewery on Brick Lane in London. The billboard was emblazone with the headline, “Probably the best poster in the world.” The brand was on hand to monitor the drinkers, making sure no one was under 18.

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GPY&R Brisbane create ‘Drought Draught’ beer to demonstrate impact of climate change

GPY&R Brisbane has created a project to coincide with the World Wildlife Fund’s Earth Hour to show how climate change will hurt the quality of Australian beer by producing a ‘Drought Draught’.

The creative agency has teamed up with craft brewers Willie The Boatman and Young Henrys to create the beer which is made with drought-affected ingredients, in a bid to stir Australians to think more seriously about climate change.

GPY&R Brisbane creative director Breandan Greaney said: ““Aussies love their beer. So what better way to incite action than by showing it will affect something they hold dear?” Read more »

2SM faces backlash after John Laws tells child sex abuse victim to go ‘have a beer’

John LawsRadio broadcaster 2SM is again facing a public backlash after Mornings show host John Laws told an 80-year-old man, who had told him he was a victim of child sex abuse, to ‘go and have a beer’ and not be a ‘wet blanket’.

In an 14 minute phone call on-air Laws spoke to caller ‘Brian’ about his experience of abused as a child in the 1940s, at age 11 in Goondiwindi in Queensland and then when he was 14.

Over the course of the interview Laws recommended he “go to the pub and have a lemonade”, after the caller informed the host he did not drink alcohol and concluded the discussion by forcing the clearly distraught man to thank him for taking the call.

2SM management declined to comment on the interview this morning despite the interview sparking public anger and being denounced on social media.  Read more »

Thirsty Camel launches blokey beer campaign looking for ‘Minister for Thirst’

Thirst Camel bottle shops are looking for a “Minister for Thirst” as part of a new campaign across TV, radio, outdoor, print and digital.

Using footage of a parliamentary brawl the campaign jokes that thirsty Australians need an outlet, hence they are taking nominations for a minister for thirst in collaboration with the T20 group.

They are encouraging people to enter themselves and friends and are offering a prize package worth $20,000.

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Morning Update: US brewer apologises to Indians for putting Gandhi on beer labels

AdWeek: Sad the Holidays Are Over? This Verizon Ad Has the Last Laugh of the Season

For most of us—taste buds numb from eggnog, eyes bleary from festive lights—it’s merciful that the holidays have ended. But the dude in this Verizon Wireless spot from mcgarrybowen just can’t let go of the season—or bear to leave his brittle, brown-ing Christmas tree out on the curb.

Khary Payton, best known for voicing Cyborg in the Teen Titans cartoon series, turns in a likable central performance. “The good more is all the end-of-season deals on great tech stuff at Verizon,” the voiceover says, somewhat awkwardly. “The not-so-good more: having the season actually end.”

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Droga5’s Singapore Tiger Beer rep Simon Lockyer leaves after five months

Simon LockyerSimon Lockyer, the Singapore representative of Droga5 Sydney, has moved on after five months with the agency.

Lockyer joined Droga5 in May to help service key client Tiger Beer in a consultative capacity in Singapore, building speculation that the creative agency would set up a permanent base in the citystate. Droga5 services the Tiger business out of its Sydney office.

But there are currently no plans to replace Lockyer or set up a Singapore operation, Sudeep Gohill, the CEO of Droga5’s Sydney office told Mumbrella Asia. Read more »

The latest DrinkWise ad is a beer commercial, not public health message

michael thorn

The latest responsible drinking campaign from DrinkWise is a cleverly disguised beer ad, not a public health message, argues FARE’s Michael Thorn.

The alcohol industry’s latest beer advertisement masquerading as a public health message was created, according to DrinkWise, ‘to promote a safer healthier drinking culture by keeping the event the focus, not the drinking’.

Perhaps something was lost in translation, although this seems unlikely with one of the country’s smartest ad agencies, Clemenger BBDO on the job. More likely, DrinkWise, an industry financed and controlled body, just couldn’t help themselves. Read more »

Mitchells wins Maggie Beer Products account

Media agency Mitchells has won the media planning and buying account for Maggie Beer Products. The move will see them promote Beer’s food products and cook books.

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Tiger Beer launches new pan-Asia campaign through Droga5 Sydney

Tiger Beer has unveiled its new regional ad campaign launching in 25 territories in Asia Pacific, its first work since hiring Droga5 Sydney to their creative account.

The brand has unveiled three new spots based around the theme ‘Tiger Uncage’, created for the Asia-Pacific region by the Droga5 team in Sydney, in a bid to make the brand synonymous with the pan-Asia region.

They feature China-born tattoo artist Joey Pang, Singaporean director Anthony Chen and New York-born Asia-based stuntman Charlie Ruedpokanon who are all ‘uncaged heroes’.

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4 Pines creates beer war with new campaign

Heckler and Dentsu Australia have unveiled a new campaign for the Sydney based 4 Pines Brewing Co that tells the journey of how the brewery managed to create its own Kölsch beer in Australia.

‘The Battle of Kolsch’ campaign, styled as a wartime era newsreel, features a ‘World War Beer’ occurring in 1948 Germany as the country passes a convention to illegalise brewers using the Kölsch name outside of the city of Cologne.

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Morning Update: Norway’s pro-gay Olympic ad; Sochi Beer fridge that only opens for Canadians

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek: Norway’s Pro-Gay Olympic Ad Is Cheesy and Absurd, but Also Kind of Incredible

“Thanks to the country’s anti-gay laws, the 2014 Winter Olympics in Russia have turned into a de facto platform for LGBT marketing. Earlier, we had the Canadian ad that said the two-man luge is “a little gay.” Now, we have this crazy spot from Norwegian sports apparel retailer XXL.”

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Chinese beer brand Tsingtao celebrates ‘Tsingtaoism’ in Chinese New Year outdoor campaign

Chinese beer brand Tsingtao has attempted introduce a new word into the Australia jargon, “Tsingtaoism”, as part of a campaign aimed at making the brand more known to Australian beer consumers outside of Chinese restaurants.

The campaign, developed by creative agency Bloke, celebrates the belief in “Tsingtaoism” which they say means “the way of meeting people and making friends around the world” and “being social and enjoying yourself”.

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Beerenberg release special edition Ashes-themed tomato sauce

Ashes tomato sauceAdelaide-based jam, condiment and sauce producers Beerenberg have produced a special limited edition tomato sauce to celebrate Australia winning the Ashes.

The announcement:

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Carlton Dry shows audiences what it means to say #HelloBeer in new ads

Carlton Dry has launched a series of  ads created by Clemenger BBDO Melbourne to show audiences what it means to say “#HelloBeer”.

The 15 and 30 second ads feature four inventive housemates whose antics “are a celebration of everything the brand represents – kicking back with mates and having a good time”.

CUB general manager Carlton Dry, Andrew Meldrum said in a statement: “The Carlton Dry brand is about fun, and the ‘Hello Beer’ construct is about welcoming the possibilities that exist when mates get together and get a bit inventive.

“This summer we’re taking the campaign from stills into moving pictures which will help to broaden our presence in digital, cinema and TV.

“We think the spots have a fresh, fun feel and we hope our drinkers will relate to some of the scenarios. Perhaps upside down dancing will become mainstream? If so, our apologies.”

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