LION NATHAN

When the mammoth alcohol and beverages brand Lion Nathan was looking to break new ground in the technology space they appointed a team that I was a senior member of, to position them on that journey.  

Working in both a strategic and digital marketing perspective, the team I led was instrumental in challenging the brand and designing a roadmap aligned to Lion’s vision for the future with the consumer at the heart of every campaign and digital communication. Working across a suite of some of Australia’s most adored brands - XXXX Gold beer, James Boag, Hahn, King Island Dairy, Boag’s, Yoplait and Wither Hills, we created memorable campaigns that ultimately led to market share growth and sales for the umbrella company.

One of the stand out campaigns I was involved in was the launch of Tapking - a new draught beer dispenser system that allowed beer lovers to pour refreshing draught beer at home. Entertainment icon Lionel Richie featured in the television commercial to support the launch. The TVC was supported with an extensive marketing campaign which includes outdoor, digital, PR and an internal advocacy program.

A key component of the digital campaign is a series of short, witty videos featuring Australian comedian and former Chaser personality, Charles Firth, developed by my team. The video content was distributed via Facebook, YouTube and seeded online during the coming months.

In addition to the Charles Firth video series, the digital component of the campaign, involved the ‘Tap Kingdom’, a Facebook community for passionate beer lovers hosted by Firth, where audiences gained inspiration and insights into what it means to be a Tap King.

The results were tremendous with fantastic media, digital and PR coverage, including a highly engaged community on social media.