Beach Cricket is a well-known and loved game, we wanted to own it but had to offer something new! We did this by producing specially developed equipment, a unique custom-made Beach Cricket ball, designed to swing and seam and a switch mat used to create bounce on the sand. We understood that if nothing else what you need to play Beach Cricket is a ball, this became our free gift with purchase, further to that we had an SLP mechanic where consumers collected for the full kit.

We used the cans & bottles to drive awareness of the Tri-Nations event.

The promotion was more successful than anyone could have predicted. 1 in 2 Australians had heard of the promotion, 1 in 5 would buy XXXX GOLD as a result (1 in 4 in Sydney, our key emerging state). A total of 334,350 balls were redeemed. We doubled our number of brand loyalists in Sydney and Adelaide. Sales were up 8.7%, that’s 5 million additional litres sold Vs last year over 4 month promotional period. We became Australia’s 2nd biggest beer brand, knocking the former off their pedestal for the first time in over 20 years.