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Goose Island Beer Co – Bland Campaign

While India Pale Ale (IPA) is a popular beer style in the US, Aussies haven’t acquired the bold, bitter taste yet. So, when Goose Island Brewing Co. were primed to launch their full-flavoured IPA in Australia, they needed to get minds and palettes ready.

While Aussies are adventurous when it comes to food, they tend to make very bland beer choices. Through a very unconventional integrated campaign we got Australians ready for a flavour, starting off in a rural community that needed it most.

  • 40 Million impressions
  • Media value of 2.5M
  • Grew awareness +5.5% vs Q1 2018.