Workers in Sydney were yesterday handed their evening commute’s entertainment, the mX, wrapped in brown kraft paper.
The cover wrap was part of a campaign to promote Lion’s new range of non-alcoholic beverages, Mac’s.
Mac’s is a well-known brand in New Zealand and is now being introduced down under.
Fiona Mellor, publisher of mX, said:“mX is the sole print partner for the Mac’s campaign. It is a great achievement to have worked so collaboratively with the client to produce an innovative, industry-first that is sure to engage audiences. The tone of the creative for the campaign is cheeky and casual, in-line with the mX brand.
“This was the first time such a stock of paper has rolled off newspaper printing presses in Australia demonstrating the scope of creativity and impact of print advertising.”
There was also a pop-up Mac’s sampling site at Wynard Park. The campaign first launched with mX in Melbourne two weeks ago.