West End Draught continues with its efforts to redraw the Victoria-South Australia border
South Australian beer West End Draught is continuing with ‘The Reclaim’ campaign, which launched in February last year as an attempt to take back land which ended up Victorian after a mapping error 160 years ago with the second instalment seeing the brand mark a new South Australian/Victorian border.
Created by BMF, in conjunction with Lion, the campaign features two commercials which see the brand “reclaim” the border with a West End pub and a new border being marked, with an invitation to Victorians, “who are really meant to be South Australians”, “to join them in enjoying the best of South Australian lifestyle”.
West End Draught marketing manager Jack Mesley said: “We were taken aback by the enthusiasm behind our launch earlier this year of ‘The Reclaim’ campaign, so we decided to focus our attention on building the campaign story further and helping South Australians claim back what they believe is rightfully South Australia. As South Australia’s number one beer, we’re looking forward to launching this fun, tongue-in-cheek campaign, to re-mark the border and celebrate what’s great about the South Australian lifestyle.”
The campaign’s ongoing digital component includes a dedicated website which houses the first commercial, video interviews with Bob Dunn and interactive content which encourages visitors to join ‘The Reclaim’ campaign.
To complement the new commercials, PR events will bring to life the campaign with “special light-hearted ‘Re-Marking Ceremonies'” to be held at border locations in South Australia.
It is supported with an outdoor campaign.
Credits:
- ATL – BMF
- Digital – The White Agency
- Media – ZenithOptimedia
- PR – Res Publica
Good luck. West End Drought is a generic beer in a declining category, the specific averageness of which has been highlighted by the recent rampant growth of Coopers.
Furthermore, in the border towns they want to hold these events, VB and Carlton Draught are often the dominant beers with Coopers now a mainstream local/parochial alternative.
I’m sure there’s a place for Drought somewhere, I’m just not sure where it is after 1998.
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