XXXX Gold’s ‘four white guys on a beach’ to make way for diversity in tune with multicultural Australia

Lion will dump the ‘four white guys on a beach’ as the face of its best-selling XXXX Gold brand to better reflect the changing face of multicultural Australia, the chief marketing office of Lion has revealed.

Four white guys on a beach doesn't reflect a changing Australia

Four white guys on a beach doesn’t reflect a changing Australia

Ben Slocombe, marketing director for Lion Beer Spirits and Wine Australia, said that despite the long heritage of the brand, the values of XXXX Gold would not stand the test of time as the population of Australia changed.

Lion recently moved XXXX Gold from its long-standing agency BMF, which created the long-running story of four white Aussie guys sending time away together on a beach to new agency Host.

Speaking at the Mumbrella 360 conference about the future of the great Aussie brand, Slocombe said the new brief for the brand would aim at repositioning it to speak to a broader audience.

“It’s exciting times because we’re seeing Australia, historically its ties are with Europe and of course the UK, but quite quickly that’s shifted to Asia which has quite interesting implications for beer,” Slocombe said.

“Take XXXX as an example. Relatively blokey, blue collar, good Aussie roots and values, and quite frankly those values won’t stand the test of time with the changing face of our demographic shift.”

He noted that one-in-five Australians aged 18-29 in five years time will have been born in an Asian country and 500 or 600 people were coming from China and India to settle each day.

“Historically, it’s been the Kiwis and the Brits and, to be honest, New Zealand and the UK have always been good for beer consumption, so we are finding that changing face of Australia is incredibly exciting and dynamic and it’s causing us to really look at a brand like XXXX and say ‘what is cast in stone, what are we never going to change, what’s the brand DNA and purpose of XXXX’.”

He said the company needed to consider just how far it was willing to go to reflect the diversity of the market.

“It will lead us to bolder, braver decisions on iconic brands in order to keep them strong.”

He said the campaign by BMF had built the narrative of the brand through its fishing tales and blokey stories.

“We were representing four caucasian blokes probably in their 30s or 40s and now we know that we need to shift that narrative on because it will only get us so far, so we are right in the midst at the moment of cracking a new creative idea for XXXX Gold to set it up for the next 10 years,” he said.

“Diversity and representing what is today’s Australia and where Australia now finds itself will be at the centrepiece of that.”


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