OddfellowsDentsu Launches a ‘Pack of Bastards’ For 4 Pines Brewing Co.

OddfellowsDentsu Launches a ‘Pack of Bastards’ For 4 Pines Brewing Co.
SHARE
THIS



Ad agency OddfellowsDentsu has re-told the story of the 4 Pines Brewing Co. through six special ales, each bottle telling the next chapter in the adventure of Pale Ale.

The 4 Pines Brewing Co.’s ‘Bastard Children of the British Empire’ is 200 years of Pale Ale history in a box. The ‘Story of Pale Ale’ box tells the true story of the illegitimate offspring of Great Britain’s burgeoning 18th Century brewing industry. Conceived by men driven of desire and thirst, these wayward sons of England were born in the farthest-flung corners of the globe.

OddfellowsDentsu created, designed and helped market the Bastards, a tale that will hopefully connect with more than one million Australian craft beer drinkers, who are as thirsty for knowledge as they are for a good drop. The tale was brought to life via digital, POS and social.

Adrian Lugg, chief of arts and crafts at 4 Pines, said, “4 Pines is really keen to simplify craft beer, to educate beer drinkers and introduce them to the quality they deserve. Craft beer isn’t just about a bunch of bearded, poncy toffs sat around talking about bouquet, it’s about history and process and the final product you see in your glass.

“The Bastard Children of the British Empire encompasses all of these things, it focuses on one particular style in our core range; our flagship Pale Ale, to showcase its breadth, history and evolution. And the nous of our brewers, who were itching to have a crack at it.”

Pete Ogden, creative director at OddfellowsDentsu said, “This has been one of those dream jobs that come along all too rarely. Not only did the boys at 4 Pines give us the chance to design a product from the label up, we did a six-pack of them. This epic story can be consumed in chronological order, so in one session you can savour the evolution of Pale Ale through the centuries. Made to traditional and historically correct beer recipes, we had more than enough reference material to develop the designs, copy and all forms of communication. We wanted every label to tell a chapter of the Pale Ale story that was as well rounded as the beer.”

Jen Peace, general manager OddfellowsDentsu, said: “It has been a rare opportunity to work with a truly collaborative client and we have ended up with a campaign that highlights what 4 Pines and their products are all about:  pushing boundaries, passionately crafted unique beers, and a massive dose of tongue-in-cheek humour along the way.”

The Bastards launched on March 18th and can now be found on and off premise nationally.

 

CREDITS FOR 4 PINES’ ‘BASTARD CHILDREN OF THE BRITISH EMPIRE’

 

Agency: OddfellowsDentsu

Creative Director: Pete Ogden

Art Director/Designer: Lucy Edison

Illustrator/Designer: Tim White

Digital campaign: Lauren Bedford/Roy Leibowitz

Strategy: David Milner/Jessica Smith

Site development: Joel Bindi

Photographer: Andrew Goldie

 

Client: 4 Pines Brewing Co.

General Manager: Jaron Mitchell

Chief of Arts & Craft: Adrian Lugg

Latest News

Keeping Up with the Centennials: Buy Social, Pay Offline
  • Advertising
  • Media
  • Technology

Keeping Up with the Centennials: Buy Social, Pay Offline

Dentsu Aegis Network, in collaboration with Econsultancy, today launched Here Comes the Centennial: Southeast Asia’s New Generation of Shoppers. Here Comes the Centennial is a white paper investigating the online buying behaviour of centennials – consumers of the future – in the region. Launched on the sidelines of FUTR Asia 2018 Summit, the study finds […]

Tuesday TV Wrap: Ten Finds A Winner With ‘Ambulance Australia’
  • Media

Tuesday TV Wrap: Ten Finds A Winner With ‘Ambulance Australia’

Network Ten has set the sirens blaring after its fly-on-the wall doco-drama Ambulance Australia was the most watched entertainment show of Tuesday night. In just its second episode, Ambulance Australia pulled 684,000 viewers last night and was up a hefty 102,000 from last week’s debut. However, it was Seven that took last night’s honours, the network taking home […]

by B&T Magazine

B&T Magazine
Queensland Govt Launches ‘Find Your Happy Healthy’ Obesity Campaign Via Publicis
  • Advertising
  • Campaigns

Queensland Govt Launches ‘Find Your Happy Healthy’ Obesity Campaign Via Publicis

The Queensland Government is continuing its focus on reducing the State’s obesity rates with a transformative communications strategy and execution through agency Publicis Worldwide. Statistics reveal that 64 per cent of Queenslanders are overweight or obese. The Government’s goal is to increase the proportion of adults and children with a healthy body weight by 10 per […]

Why Influencers Should Still Be Part Of Your Plan
  • Marketing
  • Opinion

Why Influencers Should Still Be Part Of Your Plan

In this guest post, Erin Tierney (pictured below), a community consultant at Quiip, says using influencers for your brand shouldn’t be a short-term campaign element, but rather a long-term investment… Influencers. The topic creates a polar divide amongst the marketing profession, yet influencers have risen as an advertising method-of-choice, generally providing pretty pictures on social platforms in […]

Opinion

by B&T Magazine

B&T Magazine
Viva & Taboola Bring News To 100M Mobile Users Across Asia
  • Media
  • Technology

Viva & Taboola Bring News To 100M Mobile Users Across Asia

Today, Taboola, the world’s leading discovery platform, announced a global strategic partnership with vivo, the fifth largest smartphone manufacturer in the world. Under the partnership, Taboola will deliver a fully personalised content experience for vivo’s customers helping the manufacturer drive engagement and monetisation and providing a significant new audience source to content publishers in the region. […]

Fiftyfive5 Expands APAC Presence With A Whopping 14 New Hires
  • Marketing
  • Technology

Fiftyfive5 Expands APAC Presence With A Whopping 14 New Hires

Independent research company Fiftyfive5 today announced that it has added 14 new staff across three offices following significant growth from local and global client demand. Boasting a roster of more than 100 clients, spanning Australia, New Zealand, Asia, the U.S. and Europe, Fiftyfive5 will add staff in its Sydney, Auckland and Singapore offices. In Sydney, […]

Keno & Clemenger Brisbane Team Up On New  ‘Fun Money’ Brand Platform
  • Campaigns
  • Media

Keno & Clemenger Brisbane Team Up On New ‘Fun Money’ Brand Platform

Keno and Clemenger Brisbane have teamed up to launch a new brand platform for the classic in-venue lottery game, encouraging people to spend their winnings in some weird and wonderful ways. Clemenger strategy director Erin Core said the platform was built out of an insight that money won on Keno is ‘Fun Money’. “Keno wins […]

The Yarra River Shines Bright With QMS
  • Advertising
  • Media

The Yarra River Shines Bright With QMS

The heart of Melbourne’s Southbank precinct has been transformed with the launch of QMS’ iconic digital billboard towering over the city’s famous Yarra River. The ‘Yarra Promenade’ stands tall amongst the city skyline, delivering 3.4 million contacts per month as it presides over Melbourne’s renowned Southbank and Crown Casino precinct. Its commanding CBD position captures […]

Seventh Street Media Launches Father-Focused Publication ‘The Brag Dad’
  • Media

Seventh Street Media Launches Father-Focused Publication ‘The Brag Dad’

Independent Aussie publisher Seventh Street Media has unveiled a new publication under its stable, The Brag Dad. The new publication provides important lessons and life hacks from dads who’ve been there – keeping young fathers in touch with everything they love from the outside world. While The Brag Dad is written with a larrikin tone, […]

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine