Six of Lion’s beers encourage Australians to stay home and enjoy a drink with friends in the future

Lion is leveraging the brands of six of its leading beers to spread the message to Australians to stay home and keep their distance from others.

XXXX GOLD, Tooheys, Furphy, Emu Export, West End and James Boag’s have taken full-page ads in major newspapers across the country. The beer brands were selected to represent each of the states. The ad for James Boag’s will appear in Tasmania; XXXX, Queensland; Tooheys, NSW; Furphy, Victoria; West End, WA; and Emu Exports in South Australia.

The ads address their respective state initially with the copy reading:

“We never thought we’d be asking [Tasmanians] not to invite your mates over for a beer.

But that’s exactly what we’re doing.

Down the track, we’ll enjoy the good times again.

For now though, the best thing you can do for your mates is stay at home and keep your distance.

At a time when we can’t stand close, we need to stand together.

So let’s all do out bit with social distancing.

We’ll get through this together.”

Lion Australia managing director, James Brindley, said the company wanted to reinforce the important message of social distancing.

“We never thought we would be telling people not to invite their mates over for a beer, but that is exactly what we are doing,” Brindley said.

“Down the track, we will all be back together in pubs or at BBQs, but for now, we want to help reinforce this critical message via our iconic brands.”

Furphy has just revealed its first TV campaign with the new brand platform ‘Unbelievable’.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.