Lionel Richie saves beer lovers in new BMF Campaign

Lionel Richie saves beer lovers in new BMF Campaign
THIS Richie has come to the rescue of yearning beer lovers in BMF’s campaign for Lion’s Tap King beer dispenser that pours beer from home.

The TVC shows a beer lover's journey as he stares longingly into the fridge. Soon after, Richie’s classic hit ‘Hello’ begins playing and as the drinker looks closer into the fridge, the singer is revealed. Richie continues to sing as he unveils Tap King and then pours the perfect draught beer for the man – just what he has ‘been looking for’.

BMF’s creative founder, Warren Brown, says a product like Tap King deserves a great idea to launch it.

"Having Lionel Richie singing his hit ‘hello’, while pouring a perfect beer from a Tap King, will hopefully be music to beer drinkers’ ears.”

The TVC is part of a ‘beervelution’ Lion is starting to “enrich the beer category through innovation”.

“Tap King is borne out of an opportunity we saw to enhance the ritual of drinking beer at home. Tap King is targeted at men over the age of 30, a group we know appreciate the taste and ritual of draught beer but due to work and family commitments, spend more time relaxing and enjoying a beer at home," says Lion’s National marketing director, Matt Tapper.

“It was a coup to secure well-known performer Lionel Richie and the creative execution is a perfect introduction to Tap King. The irreverent tone and the surprising creative brings to life the exciting moment when a beer-lover realises he can now enjoy his favourite brew as a quality draught beer at home."

The White Agency has created a series of short videos with former The Chaser personality Charles Firth playing on man’s beer personalities to support the campaign. Playing on man’s beer personalities Firth narrates, “Sometimes man is a knight out bush – just him, his mates and his tinnie at one with nature."

“But when man’s at home he wants something more … beer straight from the tap, because when man is at home, he’s king. Tap King.”  

 In addition to the TVC, Lion will support the launch of Tap King with an extensive marketing campaign which includes outdoor, digital, PR and an internal advocacy program.


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