Matilda Bay (Carlton & United Breweries) / Australia / 2023Retail & Shopper
Your 2nd Favourite Beer.
Matilda Bay pitched its Hazy Lager as drinkers' second favourite beer, offering prizes built around their first-favourite rival brands.
- Brand
- Matilda Bay (Carlton & United Breweries)
- Agency
- Howatson+Company
- Market
- Australia
- Region
- Global
- Year
- 2023
The challenge
Drinkers are fiercely loyal to their go-to lager, making trial of a new beer hard to win.
The idea
Buying a Hazy Lager at participating venues and bottle shops gave a code for instant-win prizes: one-off items themed on other beers, from a branded hot tub to fridges and fishing kits. Film, outdoor, social and PR supported the eight-week promotion.
Case study source: Activation Ideas Source ↗
