Lion, Carlton United Breweries and Diageo donate State of Origin ad time to Drinkwise

Lion, Carlton & United Breweries and Diageo are donating a portion of their advertising time to Drinkwise to air its new campaign during the NRL’s State of Origin series, which starts tomorrow night.

The campaign stars Wally Lewis, James Tedesco and Tepai Moeroa reminding a hungover NRL fan of the events that happened the night before.

The State of Origin offers some of the NRL’s highest TV ad cost premiums due to the vast audience it attracts. Game one of last year’s State of Origin attracted 2.353 million metro viewers on Nine. Game two and three attracted 2.09 million and 1.7 million metro viewers respectively.

Carlton & United Breweries’ Victoria Bitter and Diageo Australia’s Bundaberg Rum are currently corporate sponsors of the NRL. Bundaberg Rum is also a broadcast sponsor.

The Drinkwise campaign comes after the NRL experienced a disastrous pre-season riddled with alcohol related incidents from players.

The campaign forms a key component of Drinkwise’s partnership with the NRL, which also includes and alcohol education program to be completed by 4000 NRL, state and junior players.

Drinkwise CEO Simon Strahan said in a statement: “If you are attending one of the State of Origin games or watching it on TV and you choose to have a drink, remember to do so in moderation.

“Some of the NRL’s biggest moments have been in State of Origin games and we don’t want fans to miss these moments.”


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