6 Beers of Separation is underway
The next stage of Tooheys’ 6 Beers of Separation project is underway, with the brand unveiling the first details of how its participants got on.
As Mumbrella revealed in March, the 6 Beers of Separation project sees young Australians attempt to meet their idols.
Although the brand has so far declined to talk about its plans, Mumbrella understands that the project will culminate in a 90 minute special on Foxtel. In the meantime, this update has been added to the 6 Beers of Separation YouTube channel:
The channel has also been updated with profiles of the four particpants. It is the most subscribed to sponsored YouTube channel in Australia this month.
The project has already been winning praise. Writing on the Three Billion blog, Paul MacGregor said:
“I love the delivery. Ok, the product placement doesn’t leave anyone guessing which brand is behind the campaign, BUT the creative execution is sweet. It’s a good idea delivered well, perfectly pitched. This is a very good example of high quality branded content.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I agree with Paul, hats off to TED for putting out some great content….it feels really authentic and interesting based on the trailer…..i think it will take off with youth in Australia as it has a nice indie feel about it, which is on trend right now. It could be a little bit ‘Amazing Race-ish’, but 9/10 for trying something ballsy
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This looks ridiculous, great product placement…but seriously looks like another pathetic tv show. i wonder who are the people who execute this type of concept, do they really think their target market has an IQ of a fish?
foxtel will take anything these days
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