An idea so compelling, even the Prime Minister got involved.
While India Pale Ale (IPA) is a popular beer style in the US, in 2017 Aussies had yet to acquire the bold, bitter taste. When Goose Island Brewing Co. came down under, it needed to get mainstream Aussie drinkers out of their collective comfort zones and into full flavoured beer.
Our insight was that while Aussies are adventurous foodies, they tend to make very bland beer choices. Through an integrated campaign, we positioned Goose Island IPA as the champion of flavour – and the perfect antidote to bland.