Australian outdoor brand Esky has signed Sydney Swans player and 2026 Coleman Medallist Charlie Curnow as brand ambassador, as it prepares to relaunch for a younger generation with its new ‘Grab the Esky’ summer campaign.
Rolling out nationally from November, the campaign will introduce a refreshed Esky brand platform and product range targeting Gen Z and millennial consumers.
The campaign, created by TCG with PR led by Burson, will run across Bunnings in-store and print activations, BVOD, SVOD, YouTube, Spotify, social and out-of-home from November through to February.
Curnow will also create content for his own social channels, including in-feed posts and story sets, extending the campaign into his existing audience beyond traditional paid media.
The partnership forms part of a broader Esky relaunch, with the brand looking to move beyond its heritage as a traditional cooler brand and build a stronger association with contemporary summer occasions including beach days, backyard gatherings, road trips, festivals and summer sport.
The refreshed product range includes new hard and soft cooler products alongside an expanded collection of beach essentials.
Esky marketing manager Tracey Fitzsimmons said the brand was looking to make its 70-plus years of heritage relevant to a new generation.
“Esky has been part of Australian summers for more than 70 years, but this next chapter is about making sure the brand feels just as relevant to the next generation,” Fitzsimmons said.
“Charlie brings that mix of performance, personality and unmistakably Australian summer energy.”
Curnow said Esky had been part of his childhood and Australian sporting culture.
“Growing up, the Esky came everywhere with us — footy, the beach, the backyard,” Curnow said. “It’s a brand I’ve known my whole life, so getting to be part of what they’re doing this summer is pretty special.”
The campaign launches nationally from November.
