In a year full of challenges and set-backs, Ogilvy Sydney set out to solve a problem which has long troubled Australia’s beer drinking community—how to carry four schooner glasses at the one time.
This tricky dilemma is hotly debated online among a passionate subculture of schooner carrying experts, with Facebook and Instagram groups devoted to the art of carrying schooners with everyone united in the view that a tray is never an option.
So, Ogilvy’s creative and strategy teams put their heads together to come up with a very nifty concept—the Super Schooner—a set of four schooner glasses that work together to make it easy to carry.
Gavin McLeod, executive creative director Ogilvy Sydney, said: “At Ogilvy we believe in solving the world’s biggest problems.
“And, as anyone who has suffered the ignominy of having to resort to a tray to carry a round of ice-cold beers will attest; there’s no bigger problem to solve in the pub.
“So, it’s been gratifying to see the huge online response amongst beer lovers everywhere when the Super Schooner launched.”
Ogilvy’s new product Innovation was a 3-way partnership with Ogilvy, Merivale and Lion and was brought to life by well-known product design studio Vert Design with production handled by Trenton.
Paul Mant, group beverage manager at Merivale, said “It was no surprise to see such a warm reception to this innovation.
“Glassware is something that very rarely leaps forward, particularly specific to beer, and this is one of those occasions.”
The Super Schooner launched at Sydney pub The Vic on the Park during State of Origin 3 and was supported by a series of POS, also developed by Ogilvy, and a PR campaign.
Ogilvy hopes to see The Super Schooner released across more Merivale venues around the country and in the hands of beer lovers everywhere.
Credits for the campaign are as follows:
Creative concept: Ogilvy Australia
Glass design: Vert Design.
Glass production: Trenton.
Lion
Ben Besser, national account manager
Merivale
Cameron Hann, general manager
Paul Mant, group beverage manager
Ben Collis, senior marketing & partnerships manager.
