To demonstrate its continued and long-running support of the Queensland Maroons, XXXX Gold is doing away with its iconic red four Xs and replacing them with something sentimental for the Maroons’ passionate fanbase.

The campaign, created by Host/Havas, will see the famous brand logo replaced in-store and on-pack with the years of the XXXX team’s favourite Maroons’ series victories.

Special edition cans enable Queenslanders to ‘Taste the Glory’ of the Maroons success with each can telling the story of a series’ most memorable moment, as selected by past Queensland players and the team at XXXX.

The special edition packs are supported via a TVC, as well as on-premise and in-store activity. There will also be dedicated social content featuring Maroons’ players sharing their most memorable series wins and inviting fans to discuss theirs.

Darren Spiller, chief creative officer at Host/Havas, said: “It’s not every day that a brand will remove their most recognisable attribute, but nothing shows XXXX is more committed to Queensland than by replacing their iconic logo to honour the on-field achievements of the mighty Maroons.”

Richard Knight, marketing manager of the XXXX brand at Lion Australia, said: “This year’s State of Origin will once again be a must-watch spectacle for fans across the country.

“As long-time supporters of the Maroons, we wanted to give fans the ultimate way to cheer on the team and be at the heart of the celebrations.

There have been some great moments over the years – we had a tough time selecting them – and hope there will be more to add after this series.”

CREDITS

Client: Lion Australia

Marketing manager, XXXX: Richard Knight

Brand manager, XXXX: Christina Reid

Creative and social: Host/Havas

Group account director: Ant Moore

Senior account manager: Andrew Dengate

Chief creative officer: Darren Spiller

Creative director: Chris Little

Copywriter: Hadleigh Sinclair

Art director: Jack Delmonte

Head of design: Darren Cole

Designers: Frankie Molina and Harlee Axlesen

Typographer: Frank Thiruchelvam