I’m not going to pretend that I know the exact thought process behind this, but from what I see here it looks like the beer parents of one brand are eating their own young.
In this case, the parent is XXXX Gold, a grand old staple of the Aussie beer fraternity. The young is a new brand on the market in XXXX Summer Bright, Lion Nathan’s Cerveza-styled entry to the market.
Lion Nathan launched XXXX Summer Bright nationally earlier this month with a campaign that included outdoor (having been tested in several Australian geographical markets over the past year).
Here’s the Summer Bright campaign…..

And here’s one of at least 5 billboards I saw yesterday on a cross-town trip.

The creative executions are vaguely similar but it’s the media choice (outdoor) which is the factor proving my headline most strongly.
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