While a broader campaign has been planned out, the team decided to strategically build brand awareness first by launching a POS campaign across 80 pubs where the beer is available on tap, as well as 320 bottle shops and in 1,300 stores.
"Australia is a cluttered beer market," he said. "A big bottle shop can have anywhere from 500 to 900 beers available. We decided on a striking look, with a strong yellow background to stand out from the rest.
“We felt that Sail & Anchor was just right for the kind of man who will give their opinion in the form of a 40-pound canonball in the face, then stoically enjoy their beer,” he added.
“In the pioneering and mutinous spirit of the brand, the team wanted us to look at craft beer differently—that brought to the work the courage of a seasoned sailor," said strategic business director Ant Warne.
The campaign is also designed to familiarise consumers with the four flavours of beer on offer, with each copy describing its flavour profile.
"It really is functional, for example, the line 'crisper than arctic winds' is absolutely true of the flavour profile of the kolsch," said Blackley.
Droga5 plans to roll out the activation arm of the campaign early next year.
Creative Chairman: David Nobay
Executive Creative Director: Duncan Marshall
Creative Director and Copywriter: Cam Blackley
Art Director: Daryl Corps
Strategic Business Director: Ant Warne
Business Manager: Magda Rybicki
Strategic Director: Toby Harrison
Print Producer: Rachel Williamson
Typographer: The Craftshop