Drag Queen, Courtney Act has partnered with Queensland beer brand XXXX for a cheeky new campaign via thinkerbell.
While XXXX may have come to prominence by partnering with cricket stars, arguably it remains relevant by partnering with Aussie icons like Courtney Act.
It’s pretty easy for Australian beer brands to get pigeonholed in marketing and solely focus on creating a ‘blokey’ image and appealing to men, however, XXXX is refusing to stay in that box, and let’s face it, it’s a pretty boring box to stay in.
https://www.instagram.com/p/CXMY8LnBUms/
Instead, the brand has partnered with Act for a range of budgie smugglers and all proceeds will be donated to Surf Life Saving Queensland.
Act, of course, is known for her stint on Australian Idol and has since become part of Australia’s pop culture. From going on Dancing With The Stars to regularly performing all over Australia.
Northern Territory News reported that Lion chief marketing officer Anubha Sahasrabuddhe said: “Clearly, Courtney’s following is going to really give us a breadth beyond what our traditional PR and digital and social channels would be. So again, it’s a great opportunity to broaden who we would reach and again in service of a good cause.
Courtney Act said on Instagram: “I couldn’t be prouder to be the new poster boy and girl for the new XXXX Budgy Smugglers, available in Smugglers and Smuglettes. Much like the cossies, we’re a perfect fit! We’re both proud Queenslanders known for our smooth flavour and body, and for generally being delicious.”
The campaign launches this week and extends across earned media, social and digital.
Client: Lion
Anubha Sahasrabuddhe – CMO
Chris Allan – Brand Director
Ed Stenning – Connections Director
Sophie Breheny – Connections Leader
Zach Workman-Brown – Brand Manager
Kyle Hugall – Creative Strategist
Katharina Basley – Marketing Manager
Sam Pulsford – Marketing Manager
Clare Tsubono – Media Leader
Agency: Thinkerbell
Adam Ferrier – Chief Thinker
Anjana Khallouf – National Head of Earned
Krystel Jenkins – Executive Head Thinker
Olivia Romas – Creative Tinker
Nic Buckingham – Head Creative Tinker
Tarah Miller – Lead Thinker Earned
Sophie Sager – Thinker Earned
Jamie Herman – Lead Thinker
Nick Livingston – Lead Production Tinke
