CommsCon: ‘We needed to be brave.’ How XXXX earned the hearts of Queenslanders

March 28, 2024 9:44

Iconic Queensland beer brand XXXX has been around for 145 years, and has a lot of pride, according to Lion’s head of marketing – core beer, Chris Allan. But as a traditional brand, it needed some new relevance and modernity – and needed to be brave. So, it sacrificed its logo during State of Origin, and that certainly paid off.

Speaking in front of a packed room at Mumbrella CommsCon on Wednesday, Allan was joined on stage by Thinkerbell’s executive creative tinker Tom Wenborn and lead earned thinker Catherine Tomlinson.

The trio speaking at Mumbrella CommsCon on Wednesday

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.