How do you get Aussies to embrace a beer that supports the Great Barrier Reef?
THE PROBLEM
The Great Barrier Reef is an Australian treasure that’s under threat.The Good Beer Co., a social enterprise brewing company, asked Brother to help launch a new lager whose profits would go towards protecting the reef.
THE SOLUTION
Have one for the reef.
We added a drop of what makes the reef great to every can.
Aptly named Great Barrier Beer, Brother created a unique visual identity that used the waters of the reef in its coral-inspired design, creating a design that’s as unique as the reef itself.
With a non-existent budget, our go-to-market strategy needed smarts and creativity.
Piggybacking on Marine Conservation Society events and local craft beer events such as Beer InCider, we were able to launch the new lager to the right audiences and capitalise on local press and influencers to promote it.
We also helped the Good Beer Co. package the product and story in such a way that major chains such as BWS would take notice and get it on their shelves.
Lastly, we created an ocean’s-worth of content to promote the beer on the Good Beer Co.’s and sympathetic brand and supporter-owned social channels.
THE LAUNCH
THE PAINTING
THE CANS
THE RESULTS
The campaign’s launch was an immediate success.
We helped to not only achieve but exceed targets for funding the initial production run within just two weeks.
The Good Beer Co. and its owner James Grudgeon were also named as a finalist in the 2018 Minister’s Award for the Environment. Most importantly, Great Barrier Beer is now available in pubs, bars and your local BWS and Dan Murphy's so you can have one for the reef.
