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.