Howatson+Co launches Non-Rapid Taste Test for Matilda Bay
Off the back of their Cannes lion winning ‘rejected ales’ campaign, Howatson+Company and Matilda Bay have again partnered up to launch the ‘Non-Rapid Taste Teste’, to help Aussies recovering from COVID-19 identify if their taste has returned in full.
The tests were created as part of a campaign to promote the brewer’s new Aussie Wheat Ale – a light and zesty beer with hints of Seville orange and tangerine flesh.
Packaged up similarly to a real rapid (antigen) test, the Non-Rapid Test comes set with a can of the new product, along with an instruction tasting card to help users determine if they can appreciate flavour again.
The campaign was rolled out to influencers and media personnel who have recently recovered from COVID, and was further supported by earned and paid media, with core taste descriptor messaging featuring in PR, social and OOH content across the month of August.
Amy Kearney, brand manager at Matilda Bay, said: “Our new Aussie Wheat Ale has been designed to give Australians a taste like they’ve never tasted before. It’s lighter and zestier than traditional European wheat ale, and we knew we needed a campaign that made its unique and delicious taste the hero. We’ve loved working with the Howatson+Company team again, to launch our latest product in a clever way that leverages a truly relevant cultural conversation.”
Credits
Agency – Howatson+Company
CEO: Chris Howatson
CCO: Levi Slavin
ECD: Gavin Chimes
CDs: Daniel Bolton and Sophie Beard
Designer: Dana Rogers
Head of Production: Holly Alexander
Producer: Caitlin Perz
Group Business Director: Ollie Wearne
Business Director: Madde King
Business Manager: India Clarke
Head of PR: Ben Handberg
PR Executive: Millie Clout
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