XXXX Gold Goldie connected cap campaign encourages mates to hang out during cricket season

XXXX Gold has launched a TV campaign promoting its “tech enabled Goldie” hat with an ad starring Australian cricketer Adam Gilchrist.

Released in October, the ‘Goldie’ caps are ibeacon equipped hats available to purchasers of specially marked packs of XXXX Gold beer. Users who connect their caps with two or more other Goldie wearing friends go in the running to win various prizes.

Created by Host/Havas one of the 30 second television commercials shows four friends playing cricket in the back yard as one friend reads the Goldie instructions out exclaiming he should hang out with his mates more if it means he gets a chance to win prizes.

The ad then shows the four friends all in the bathroom together wearing their XXXX Gold hats shaving, bathing and going to the toilet, while another scene shows the four friends all putting sunscreen on each others back at the beach.

Another 30 second TV spot shows the same group of friends celebrating winning a prize as they sit in the doctors surgery together.

Adam Gilchrist makes an appearance stating some of the prizes up for offer including an LG TV and Cricket Australia memorabilia.

Darren Spiller, chief creative officer at Host/Havas, said in a statement: “It’s great to be a part of putting some fun back into beer advertising and a good example of how a retail idea can be entertaining and engaging instead of forgettable.”

Marina Earp, group account director at WhiteGREY, the digital agency involved in the campaign, said: “As Australia gets ready to celebrate the Ashes under the sun, we have literally flipped the use of beacons from being fixed onto walls to being embedded in the XXXX GOLDIE cap, which will be worn by thousands of fans this summer.”

Host/Havas merged to form one creative agency in October, sharing the new agency’s first work for James Boag at the start of the month.


  • Client Credits
  • Jack Mesley – Brand Director – Lion
  • Richard Knight – Marketing Manager – Lion
  • Chris Allan – Brand Manager – Lion
  • Christina Reid – Brand Manager – Lion
  • Annabelle Sims – Assistant Brand Manager – Lion
  • Agency Credits
  • Host – Creative Agency
  • whiteGREY – Digital Agency
  • Geometry Global – Shopper Agency
  • Octagon – Experiential Agency
  • UM – Media and Connections Agency
  • TVC Production Credits
  • Revolver – Production Company

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