Page 67 - Adnews Nov-Dec 2022

www.adnews.com.au | November-December2022 67
about tomorrow” and “Give a XXXX about the environment to save beer”.
Georgia Phillips, COO at Luma Research, says that the brand's col- loquial approach to advertising and marketing allowed XXXX to be a large part of both Queensland and, more broadly, Australian culture.
Phillips: "To understand the success of the XXXX brand and their marketing we have to take a step back in time. The brand, almost 100 years old, was started in Brisbane and was a widely pop- ular brand in Queensland, but has grown to be popular through- out Australia.
"If we look at the branding mechanics, one of the key strengths that stands out for me about XXXX is the consistent use of the tagline which integrates the brand name.
"There are few brands that actually have equity in their tag and can use it as a distinctive brand asset – Nike’s ‘Just do It’ is the other example that comes to mind. But this one is a real cracker – Give a XXXX – as it's short, easy to remember, funny, links to an emotion, has the brand in it, and, it also has a double meaning.”
Phillips gives credit to the brand's success and how far it has come from its original stereotypi- cal Aussie ads with tradies, miners and farm workers. She gives credit to the brand's goal to promote a more sustainable Australia and applauds its humour, casting and language to now reach a new, younger demographic.
She said: "It seems the brand is taking a sustainability approach to new products and also its positioning. And now the ‘Give a XXXX’ line links to giving a f*** about the environment. It is a fun way to make a statement about the brand’s purpose and create an emotional connection to younger drinkers.
"The use of language, humour and casting in the ad are spot on – highly relatable. Gone are the tradies, miners and farm workers, and in comes the modern more hip- ster type man. There’s a nod to the broad range of drinkers in the back- ground to show this is a ubiquitous brand that is loved by all."