Lion Nathan promotes XXXX spin-off in bid to reintroduce brand to younger drinkers
Lion Nathan will this weekend launch an extensive outdoor ad campaign to support the national roll out of XXXX Summer Bright, which is designed to rehabilitate the XXXX brand with younger drinkers.
The full strength, low carb lager launched in QLD and Northern NSW in September 2009 and according to AC Nielsen data is already the biggest low carb beer in the QLD market with $43 million in retail sales.
Jon Bradshaw, Lion Nathan’s brand director, said: “Low carb is still one of the fastest growing segments in the beer market and when you couple that with the strength of the XXXX trademark it’s not hard to see why the initial launch in QLD was so well received. We’ve been really happy with the feedback we’ve had from our broader customer base across the country and national distribution has exceeded our expectations.”
It looks like it’s being branded as a McHappy Meal for 13 yr olds. How is this legal?
Would legal beer drinkers drink from a bottle that looked like that?
My God – it looks like Fanta!
Are they purposely looking for trouble?
Yeah look! It’s kind of orange…ITS EXACTLY LIKE FANTA!!!!!1
Even the label looks like a 3-year-old drew it…
I love you Anonymous 11:33. Can we have children and teach them to stomp on the head of Adam Paull?
AA – you’ve been drinking again, haven’t you…
At first glance it looks very similar to the Sol Beer campaigns
RUBBISH it looks like Fanta!! It’s amber – not orange! You people don’t know what you’re talking about. Lion Nathan, like all major Oz brewing companies follows stringent marketing protocol & advertising standards.
Obviously the branding is geared to targeting the younger market with the relaxed, free spirited font & imagery.
And yes – legal drinkers DO drink from this bottle & it tastes bloody nice too!
It’s been available in QLD for about a year – so….this is old news anyway.
I wish people would man-up and drink a real beer like VB. I still pull heaps of chicks and it’s by no means a “metro beer”.
Urgghh – are those the same stringent marketing standards that has a big cuddly Humphrey B Bear wannabe selling rum?
Adam Paull – that “cuddly Humphrey B Bear” is clearly not targeted at children either. He looks nothing like a character aimed at kids! Does the Bundy bear look like something you’d see kids cuddling up to? Nope – there is still a ‘scary’ / ‘real’ look to him and he has a deep male voice that would not be attractive to kids. You can tell they’ve done all they can to make sure he’s only talking to an audience over 18!
Kevvo – are the chicks you pull big bogans like yourself? Mmmm nice.
You are kidding me !
The boss must hv been on leave when this crap got the go ahead.
Worst ever !
Yep you’re right Urgghh, “Bundy R Bear” has absolutely nothing in common with “Humphrey B Bear” – they’ve obviously done everything they possibly can to separate the two characters…
I tried this a few months ago and I can honestly say it’s one of the worst beers i have ever had. So bad, that I poured the rest of the six pack down the sink.
VB may as well say goodbye to this market.
I’m in the target market & I think they did well! The beer is not orange , – I have tried it. It tastes great on a hot summer day & it is good to see a beer that is probably more appealing to young women & keeping a young vibe. VB’s packaging hasn’t changed in a looong time. Seems to appeal to crazy farmers who drink it warm off the back of a ute….
At first glance it looks like Sol. You can barely make out the XXXX.
Why do you think you can barely make out the XXXX? Use your brains people!