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Beer drinkers called on to eliminate spread of ‘Ginger Gene’ in Rusty Yak Gingery Ale launch

Carlton & United Breweries (CUB) is using fear of the ‘Ginger Gene’ to launch its new Rusty Yak Ginger Ale – which will initially be found hidden amongst regular Yak six packs.

The campaign for Rusty Yak says the ‘Ginger Gene’ – which has “been floating around in human DNA surprising families for generations” – has been discovered in beer and consumers need to stop it from spreading further.

Created by Clemenger BBDO Melbourne, the 30-second online spot tells beer drinkers they will be rewarded with $500 for finding the rare Gingery Ale amongst other Yak ranges.

The campaign will run across social, radio and out-of-home.

Brian Phan, brand director at CUB, said in a statement: “We’re excited to introduce Australia to the newest member of the Yak herd – the Gingery Ale, Rusty Yak. Ginger is the third largest and consistently growing style in the craft beer category, and we are proud of our new red-headed creation.”

Stephen de Wolf, ECD at Clemenger BBDO Melbourne, added: “It’s not every day we get to announce a new addition to the Yak family… especially a ginger one. We wanted sampling to be at the heart of the idea, bringing it to life in a light-hearted way that only Rusty Yak can.”

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