Beer brands are driving up their marketing efforts as the weather heats up and Thirsty Camel has identified the best time to convince fans to reach for a cold one.
The bottleshop’s search for Australia’s Beer O’Clock discovered that 53% of the 10,000 voters like to pop the top off a beer between 4pm and 6pm.
The best time to quench thirst for beer was 5pm, with the majority (15%) locking in the typical knock-off time.
When Beer O’Clock hits Corona was the brew of choice, with 22% voting for the brand.
Carlton Draught came second with 17% and 15% voted for a Pure Blonde.
Leah Grinter, Thirsty Camel’s marketing director, said: “Beer O’Clock has been an intangible notion that entered the nation’s consciousness years ago and that has since stimulated conversation in drinking holes across Australia.”
The poll ran from October 14 to November 10 and pulled in 9,759 votes with 38% of those from women. The majority of voters were based in Victoria (56%) followed by Tasmania (19.5%).
In other alcohol advertising news, Canadian Club has issued the latest phase of its ‘Over Beer’ campaign, created by The Works.
The long-running campaign saw the former face of VB, David Boon, switch to Canadian Club in 2011.
In the new instalment a series of outdoor ads employ the use of witty one-liners including: “Tastes Like being upgraded to first class”, “tastes like winning the trifecta. Twice” and “Tastes like the tears of an angel”.
Media includes bus, tram, digital airport signage, street furniture and Facebook (ad pictured below).
CREDITS: CLIENT: Canadian Club AGENCY: The Works CREATIVE PARTNER: Kevin Macmillan COPYWRITER: Nathan Bilton ART DIRECTOR: Guy Patrick CREATIVE STUDIO MANAGER: Chris Hall CREATIVE PROJECT MANAGER: Bianca Wignall.
Lion owned craft beer brand James Squire has today launched a new content-driven digital platform, ‘A World Full of Flavour’.
Reminiscent of a magazine, the site encourages exploration of craft beer with content inspired by the real-life James Squire with each section of the site focusing on stories that “embody the spriti of the ‘charming rogue’”.
The site also features a series of webisodes called ‘Rogue Tales’.
CREDITS: DIGITAL: The White Agency BRANDED CONTENT: Mojo Motion, Publicis Mojo MEDIA: Zenith Optimedia.
Meanwhile, Brookvale Union Brewery has buckled under the pressure of international Hindu leaders who called for the removal of Hindu gods from its bottles.
Locally, chair of the Community Relations Commission of NSW Stepan Kerkyasharian blasted the lables “insensitive”.
“If it’s meant to be a marketing ploy it is a totally insensitive. If it is meant to be light-hearted humour it falls flat,” he said.
“Mixing up the bodies and faces of male and female gods and superimposing the image of a cow, which is held sacred by all Hindus as the giver of life, could only be seen by a rational person as mischievous.”
The small NSW based brewery has since called on designers to create new labels for ginger beer and apple cider bottles.