Thirsty Camel bottleshops has launched an integrated campaign, developed with T20 Group, searching for a Minister for Thirst. Nominations for the prestigious, newly created role are now open.
Leah Grinter, Thirsty Camel marketing director said, “after the success of the Beer O’Clock Project in late 2013, we wanted to take things a step further, and that’s Minister for Thirst. We’re all about irreverence, and we take thirst very seriously too, so this ministerial role is a perfect fit for our brand.”
The successful candidate receives a $20K Ministerial package, including $5000 cash for ‘expenses’, VIP sporting and event junkets, monthly Thirsty Camel beverage packages and their appointment is proclaimed on a billboard in their area. Plus, the first 10,000 nominations, receive an official Minister for Thirst stubby holder.
“Then there’s the glory, the honour and the mega bragging rights,” says T20 group creative director, Andrew Panozzo.
With entries closing on 29 March, people are urged to nominate themselves or dob in a mate at thirstycamel.com.au. Ministerial candidates are then shortlisted and the thirsty public are invited to vote for their official Minister for Thirst.
The two-phase campaign is supported by TV, radio, print, outdoor, PR and digital advertising.