fter a successful launch
campaign in January last year,
Zing PR was given the task of
positioning Lion Nathan’s
Barefoot Radler premium beer as the “key
drink for summer” this year.
Faced with the challenge of promoting
the brand in a cluttered market, the agency
decided to focus on its environmental
credentials to achieve cut-through. When
the brand first launched it was the first
beer to be credited as carbon-neutral under
the Australian Government’s Greenhouse
Friendly program.
Zing approached environmental
volunteer group Coastcare to launch a
Barefoot-supported community project.
The resulting Barefoot Radler Coastcare
Grant Scheme offers coastal communities
the opportunity to receive a share of
$100,000 to preserve and restore their
coastlines.
Submissions from Coastcare volunteers
are now being assessed with 10 winning
projects announced mid-April. Following the
announcement, Zing will liaise with local
media in each of the winning communities
to drive media coverage of the projects.
Photo shoots involving Barefoot Radler
branding will also take place.
Zing said the positioning of the brand
enabled it to extend its media reach past
the beer review pages. It also allows the
brand to engage with communities without
appearing to be pushy.
The alignment with Coastcare also
strenghtens the brand’s associations with
the beach, summer and relaxation.
