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XXXX Gold drops the Xs in show of support for Queensland Maroons in State of Origin

Queensland beer brand XXXX has temporarily dropped the Xs from its brand in a State of Origin campaign targeting the Maroons’ passionate fanbase.

Replacing the four Xs will be the years of six of the series’ most notable games, so drinkers can “taste the glory” of Queensland’s wins.

“With so many epic wins, how do you choose a favourite? It’s like picking a favourite child,” laughs Queensland rugby league star, Johnathan Thurston in the campaign’s TVC.

The campaign will see the logo replaced in-store and on-pack with the years of the team’s favourite Maroons’ series victories. Each can will tell the story of the year’s most memorable moment, as selected by past Queensland players and XXXX staff.

Social channels will support the campaign with posts featuring Maroons’ players sharing their most memorable series wins and an invitation for fans to discuss theirs.

Darren Spiller, chief creative officer of Host/Havas, who developed the creative for the campaign, said: “It’s not every day that a brand will remove their most recognisable attribute, but nothing shows XXXX is more committed to Queensland than by replacing their iconic logo to honour the on-field achievements of the Mighty Maroons.”

Richard Knight, marketing manager, XXXX Gold, Lion Australia, said: “This year’s State of Origin will once again be a must-watch spectacle for fans across the country. As long-time supporters of the Maroons, we wanted to give fans the ultimate way to cheer on the team and be at the heart of the celebrations. There have been some great moments over the years – we had a tough time selecting them – and hope there will be more to add after this series.”

Game one of 2018’s State of Origin kicks off at 8pm tonight in Melbourne at the MCG.

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