XXXX is a 145-year-old beer brand with proud heritage from Queensland, Australia. However, over the last decade its legacy had been eclipsed by the arrival of Great Northern, an imposter beer claiming to be from Queensland, that shifted XXXX from #1 to third most popular beer^ in its home state. XXXX was tasked with reclaiming its stake on the map as the #1 Queensland beer.

^Reference: https://drinksdigest.com/2022/04/06/australias-most-popular-on-premise-beers/

XXXX needed reappraisal amongst Queenslanders with an original idea to leverage their 33-year-long sponsorship of Queensland’s State of Origin team, the Maroons. By cleverly using relevant BX and activation opportunities during the State of Origin series, XXXX would increase purchasing habits and revenue to reclaim what was lost to competitor, Great Northern. Plus, redefine itself from 'an out-of-touch beer that Dad drinks’ to a modern brand that celebrates Queenslanders’ pride and what they love most - community, rugby and the Maroons.

In a powerful demonstration of Queensland pride and support, the iconic XXXX logo on the Maroons jersey sleeve was sacrificed and replaced with the hometown postcode of each player wearing the jersey. The logo on the left sleeve of the Maroons’ jersey - closest to the players’ hearts - were replaced with the postcode of the players’ junior rugby club; the local community that evoked their passion to represent Queensland, for Australia’s most anticipated rugby event, State of Origin.

Before the postcode reveal, XXXX worked closely with their partner, Queensland Rugby League to create assets to deliver a compelling story for earned media coverage. The most recognisable players participated in a shoot to debut their new jerseys. The players recorded video and radio interviews with heartfelt sentiment on why they felt proud to represent their Queensland postcodes, accompanied by a docu-series to spotlight three Queensland communities airing on State

XXXX worked closely with partner, Queensland Rugby League, to create shareable assets to deliver a compelling story for media and their key audience (Queensland males 18-60, with interest in rugby league and Origin).

This included shooting Queensland player stills, video and interviews. Assets were packaged as embargoed content in the lead up to Game 2. Outreach was tailored so that every local community paper that would have its postcode on display for the game was shared tailored content, outlining the Maroons player representing their community and why.

Primary and secondary messaging reaffirmed XXXX’s support of Queensland communities by giving up State of Origin sponsorship branding to celebrate regional Queensland towns.

The CTA encouraged visiting Queensland’s towns that show resilience and supporting via visits (tourism).

State of Origin timings were strategic as competitor, Great Northern, had no affiliation with event or teams and was not part of the conversation.

XXXX captured huge audience across 1.85 million kilometres-squared in Queensland. The 3State of Origin matches were played 08/06/22, 26/06/22 and 13/07/22. A best-of-three determines the winning team, so XXXX used mostly digital platforms to be agile and contingent on the worst-case scenario: if Maroons were defeated in the first 2 games, XXXX’s comms presence must decrease.

XXXX’s paid media was Queensland-only across TV, BVOD, YouTube, Instagram, Facebook, eDms, web, geo-targeting content to consumers in particular areas to ensure specific postcodes were seen by Queenslanders from the regions.

XXXX’s assets were shared with key national and Queensland sports media, as embargoed content in the lead up to the postcode jersey debut during Game 2 of the 2022 State of Origin. Every local statewide and community publication was shared tailored content, outlining Maroons player representing their community and why - particular focus on local publications whose postcode featured on a Maroons jersey.

XXXX’s Brand Power increased from 10.3% in QTR Jan’2022 to 14.6% QTR Jul’22, making XXXX the most powerful brand in Queensland over the period. (Source: Kantar Lion Brand Pulse Jul’2022).

XXXX’s market share grew because the campaign’s success. In the QTR to Jul’2022, XXXX grew 5% in liters & dollars growth versus the same period year prior and $2.1million of incremental sales which translates to a sales revenue R.O.I of $4AUD gained for every $1AUD spent on the campaign.

This translated to an increase of 0.7% increase in market share of the Queensland Total Packaged Beer market versus the same period the year prior. (Source: IRi Market Edge QTR Jul’2022).

XXXX’s campaign smashed earned KPIs with 147-pieces of national earned coverage and 100% positive sentiment. News coverage of the campaign included state-wide and nationally syndicated evening news bulletins, radio and online articles that undeniably changed perceptions towards XXXX.

XXXX’s campaign