In a cameo comeback launched by PHD Australia, Carlton & United Breweries (CUB) is bringing back commuter newspaper mX to readers in Melbourne.
After ceasing production in 2015, mX will relaunch this month, in partnership with publisher News Corp, to ‘rewrite the rules’ for commuters and beer drinkers alike.
A special cameo series of mX newspapers will be published to coincide with the launch of CUB’s new and unconventional non-alcoholic beer, Carlton Zero.
The mX reboot will kick off in AFL Grand Final Week in Melbourne and continue for four consecutive Wednesdays throughout October.
Just like the non-alcoholic Carlton Zero itself, the activation is designed to surprise and delight readers on their commutes across the city.
Matt Altis, PHD’s planning director on the CUB account, said: “Zero alcohol beer is not currently part of the decision-making process, so redefining consumption moments and associations in media allowed us to frame this conversation.
“The comeback of the mX as a paper is aligned with Carlton Zero’s brand positioning of ‘rewriting the rules of consumption’ and we expect this unique comeback to be extremely welcomed by Melbourne audiences.”
News Corp Australia’s head of content for Victoria, Ondrej Foltin, said mX readers came to expect the unexpected throughout its 14-year history.
“mX certainly rewrote the newspaper rules with its irreverent news delivery, and now its comeback,” he said.
“CUB is rewriting the beer rules with its first non-alcoholic beer in its 180-year history. The partnership is a natural fit.
CUB business unit president Peter Filipovic said the Carlton Zero release marked a long-term shift in Australia’s drinking habits.
“We’ve listened to customers who have told us they want more opportunities to drink responsibly, but still want a great tasting beer,” he said.
“We are rewriting the rules to give people a non-alcoholic beer that actually tastes like beer.”
The 2018 special editions of mX will be available from Southern Cross, Flinders Street, Melbourne Central, Parliament, Flagstaff, and Richmond train stations.
The newspaper will return jam-packed with readers’ favourite sections, including ‘Overheard’, ‘Gloss and Glam’, and ‘Here’s Looking at You’, as well as the original quirky, playful tone to news of the day.
