Mountain Goat launches new ‘Goat’ craft beer by creating call centre 13GOAT

Mountain Goat has launched a new craft beer, Goat, by creating a goat-run call centre 13GOAT (134628).

The call centre is run by goats and consists of over 170 possible scenarios to customers who ring up, including talking to creaming goats, listening to an episode of ‘Goats of our Lives’ or returning to the main menu.

One of the outdoor executions

Created by Accenture’s The Monkeys, the campaign aims to promote Goat’s giveaway which puts customers in the running to win a trip to the Goat brewery in Melbourne or a years worth of Goat beer.

Once customers have completed their call centre journey they will be sent a text message with details on how to enter the competition.

Lead by chief creative officer Ant Keogh, who also created a Goat inspired ad for Holden Colorado, said the ad aims to give consumers simple and “uncomplicated” beer.

“While craft beer continues its strong growth, there are still thousands of drinkers out there who want to take the leap but really just want a simple, uncomplicated beer that is very enjoyable. A clever marketing gimmick should support such a beer.

“After dealing with faceless, computerised call centres, you’ll find one operated by goats a pleasant surprise.”

The ads will be airing on radio and across outdoor billboards.


  • Client: Mountain Goat Beer
    General Manager: Mick Bentley
    Marketing Manager: Marc Slater
    Marketing Coordinator: Orla Dynes
    Designer: Tyson Sheean
  • Agency: The Monkeys Melbourne
    CEO: Paul McMillan
    CCO: Ant Keogh
Copywriter: Cody Naetzker
    Art Director: Zenon Predecki
    Designer: Jess Ramsey
    Strategy Director: Gareth Evans
    Head of Production: Romanca Jasinski
    Producer: Katie Wellbelove
    Production Coordinator: Anne-Maree Shelton
    Group Content Director: Lee Lowndes
    Content Director: Navin Arunasalam
    Content Manager: Allan Carlow
  • Composer / Music Producer: Terry Mann

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