XXXX Gold launches first campaign with Host, encourages Aussies to enjoy ‘the little things’

XXXX Gold has released its first campaign through recently appointed agency Host celebrating the simple ways family and friends can enjoy a beer together.

The campaign marks the first for the creative agency, which won Gold’s account from long-standing agency BMF earlier this year.

‘Take in the Gold’ features a series of films backed by the Muddy Waters’ classic ‘Mannish Boy’, that showcase Aussie hosts going the extra mile to organise a BBQ, a day out on the water or  a camping trip.

Speaking at Mumbrella360 in June, Ben Slocombe, marketing director for Lion Beer Spirits and Wine Australia, highlighted the need for the brand to speak to a broader audience.

Richard Knight, marketing manager for XXXX Gold, welcomed the brand’s new focus.

“We’ve always been about making the most of the great Australian outdoors with friends and family,” Knight said.

“We wanted to create reminders of how rewarding it is when we take the time to make the most of these opportunities and to enjoy the famous Australian outdoor lifestyle.”

The campaign will roll out from Sunday November 6 across TV, out-of-home, digital, experiential, PR and social.

Chris Little, creative director at Host, said he felt a personal connection with the brand.

“As a Queenslander myself, I was a touch nervous to be involved in the next chapter for XXXX Gold,” Little said.

“The beer is an icon in Queensland and Australia, so this campaign is something the team has been thrilled to have been a part of.”

Credits:

Lion

• Ben Slocombe – Marketing Director – Lion
• Jack Mesley – Brand Director – Lion
• Richard Knight – Marketing Manager – Lion
• Chris Allan – Brand Manager – Lion
• Kristy Bloomfield – Brand Manager – Lion
• Zuzana Stankova – Assistant Brand Manager – Lion

Creative Agency

• HOST

Production, editorial & VFX

• Scoundrel, Cutting, Studio 20, Edge, Song Zu

Zoe Samios

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019.

topics BMF Host lion XXXX Gold

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Comments: 4

KGB 4 Nov 16

If the brief was to be ‘non-offensive’, well done to all concerned.

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Beer Drinker 4 Nov 16

Simply awful.

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Sheeesh 4 Nov 16

The heavy handed execution ends up patronising the very blokes you’re trying so very hard to market to.

“He’s done that before!”

“Well done!”

Painful to watch as professionals, instantly forgettable to the public.

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Mike Smith 5 Nov 16

I must say, I hate the nagging of other people’s work on industry websites. But I simply cannot resist saying that this is possibly the worst beer ad I have ever seen.

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