XXXX (Four-Ecks): How four digits instantly turned the tide on a titan of beer.

Vince Usher, Gerry Cyron, Tom Donald

XXXX, a beer brand, re-energised its sponsorship with Queensland Rugby Leagues team, the Maroons, to increase sales in Australia by earning reappraisal, reinvigorate the brand's relevance in culture, and deepen the brand's meaning.

Campaign details

Brand: XXXXBrand owner: Lion Entrant company: Lion Nathan Idea creation: Thinkerbell Sydney Market: Australia Sector: Beer & cider Media channels: Social media, Email marketing, Radio & audio, Online video, Print - general, Television & Connected TV Budget: Up to 500k

Executive summary

This is the story of how XXXX, once the #1 beer in the great Australian state of Queensland, re-energised a 32 year old sponsorship, activating Queensland pride to reconnect with beer drinkers and drive growth.

XXXX area codes is a lesson...

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