Lion Co: XXXX Goldie

XXXX Gold, a beer brand, partnered with the Ashes cricket series to attract Australian beer drinkers through an exclusive redesign of the iconic baggy green cap worn by cricketing legends.

Agency: Geometry Australia

The Summary Statement

XXXX Gold is a beer steeped in Australian history. But the younger generation see it as their dad's beer. By combining their love of cricket and technology, we renewed the target's appeal in the brand that truly represented Australians. We created the 'world's first' iBeacons cricket cap, known as 'the Goldie' that paired with mobiles phones to reward Goldie wearers throughout the summer season. We made sure our drinker enjoyed a fine innings with a refreshing XXXX Gold with their mates whilst engaging their imaginations with their passion for mobile-driven entertainment.

Campaign Concept...

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