‘The summer beer you can drink all year’: XXXX launches new work via Thinkerbell

Thinkerbell has launched a new project for Lion’s XXXX, branding the beer as the staple beverage all year round – not just in summer.

Playing on the old adage that Queensland is always sunny, the new work aims to remind Aussies they can drink the beer in any season.

“Launching a campaign for a summer beer in a place where summer never ends, is a great opportunity,” said Chris Allan, head of marketing – core beer, at Lion.

“For Australians it’s summer and the good life all year round, and even if you’re not in Queensland you can taste what it feels like anytime with a XXXX Summer.”

XXXX has also created the ‘Summer Bright Ice Bucket Hat’ – a bucket hat that also serves as a ice bucket once turned upside-down.

“The Sunshine State doesn’t really have spring, autumn or that other one, it just feels like summer all year round. Maybe that’s why they end up creating their very own seasons,” joked Tom Wenborn, chief creative at Thinkerbell.

Wenborn and Allan recently spoke at Mumbrella CommsCon, alongside Thinkerbell’s lead earned thinker Catherine Tomlinson, about XXXX’s sponsorship of the Queensland maroons rugby league team, and the ‘Pride in Your Origin’ campaign during the State of Origin.

The initiative garnered a ‘XXXX-ton’ of earned media – in its first year, XXXX sold 15 million litres, and saw increases in sales and 22.4% increase in market share. Allan said the following year saw those numbers increase even more.

“The first year was sacrificing the logo on the arms, the second year we created the postcode can, and we’re already working on year three,” he said on stage.

Punters will have the chance to win an ice bucket hat via an Instagram competition later this month.

The new work is live across social, digital and OOH.


Client: Lion

Creative agency: Thinkerbell

Media agency: UM

Digital agency: Affinity

Film production: Finch
Director: Arundati Thandur

Stills production: Alex Wall


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