James Boag Premium has launched a new multi-channel campaign via creative agency Host/Havas, which sets out to show that some of life’s most extraordinary and fantastic parts are found in Tasmania.

And the one thing they all have in common? Pure Tasmanian water. Without it, they wouldn’t exist.
From 600 year old trees  to Australia’s finest premium beer, the ‘Born of Tasmanian Waters’ campaign celebrates the one, incredible thing that runs through all these natural wonders.

LION marketing manager Malcolm Eadie said, “James Boag has been brewing its beers continuously and exclusively in Tasmania since 1888, and it’s our Tasmanian provenance that makes our beers truly special and unique among other premium beers.

“Of all the natural riches Tasmania offers, its pure water is the most special – so many remarkable and renowned things are born of it – and we are excited about our new campaign that highlights the quality of the water that goes into our beers”.

Says Host/Havas Creative Director Chris Little, “No other beer brand could make water the sole focus of its campaign, but for James Boag it makes complete sense given the unique qualities of the Tasmanian water and the pride of place it has in their brewing story.”

The campaign rolls out nationally from early November in time for James Boag Premium’s major sponsorship of the Melbourne Cup Carnival