We decided the best way to exhibit positive masculinity was to lead by example.

So we took 4 blokes who were known for their unique skillsets (a 4WD expert, a professional fishermen, a wildlife enthusiast and a master storyteller) and dropped them in the middle of one of the harshest, most unforgiving places on Earth - The Australian outback. A place where reputations are earned, not given. The perfect place to challenge them to earn their seat at Australia’s most remote pub.

Provided a boat, a 4WD and a set of co-ordinates, their adventure personified the positive masculinity that the brand believes to be important and rewarded their spirit with an Iron Jack to offer Thirst Crushing Refreshment.

Along the journey each of them had the perfect opportunity to shine – overcoming odds to truly earn both their reputation and their seat at the final destination.

To bring Iron Jack to market, we chose to go back to basics. Rather than rely on a big, fancy marketing campaign, we focused our efforts on and around the product experience and explaining how Iron Jack was made for crushing your thirst.

We introduced a unique set of coordinates beneath every Iron Jack bottle top, showcasing over 100 locations across the remote rugged Australian outback. Featuring fishing, camping, 4WDing and mud crabbing adventures, the challenge we gave to Iron Jack drinkers was to ‘get out and earn themselves a reputation’.

We made the adventure tangible across 5 episodes of content, challenging 4 blokes who were known for their unique skillsets to earn their seat at Australia’s most remote pub. Their adventure personifies the positive masculinity that the brand believes to be important, and rewards their spirit with an Iron Jack to offer Thirst Crushing Refreshment

13 million pack litres in 6 months – we’re already bigger than long established brands like Asahi.

After the same amount of time in market more than twice as many consumers have trialled Iron Jack as key competitor Great Northern.

15” pre-roll activity on MCN is delivering an average Click Through Rate of 8.24% (which is huge – industry benchmark is between 0.05 and 0.1%) – significant because the pre-roll content is driving people to the Iron Jack website to watch the full length episodes.

At the two-week mark the video seeding activity (which is running the full length episodes) was delivering a completion rate of 49.8% against a channel benchmark of 20%.

A video test on Facebook with the full-length content showed that it drove stronger views to 50% at a lower CPM than an 8-second video ad – which is an unprecedented result.