Second the best: Howatson+Co’s latest work for Matilda Bay Brewery

With help from indie agency Howatson+Company, Matilda Bay Brewery has launched a new campaign that firmly establishes its Hazy Lager as “your 2nd favourite beer”.

With more than 700 craft breweries in Australia, Aussies’ penchant for a cold one encouraged Matilda Bay and Howatson+Company to take a more humble approach to the standard advertising campaign. Rather than promoting Hazy Lager as consumers’ number one beer, both companies decided to market it as consumers’ second favourite beverage. So, to encourage trial of its new Hazy Lager, Matilda Bay has decided not to compete with people’s favourite beers, but instead help them love their favourites even more.