Goose Island Beer Co.

Challenge

Position Goose Island IPA as the champion of flavour and inspire adventurous beer choices among Australian consumers, particularly in regions known for “bland” beer selections.

Approach

Developed an integrated campaign centred on the Shire of Bland, a region located between Melbourne and Sydney, incorporating local icons - Ray Smith’s floral shirts and the region’s merino heritage, into packaging and communications, turning the town into a playful, flavour-forward narrative.

Outcome

Captured national attention, with the campaign amplified by $1M support from Australian Prime Minister Scott Morrison at the time, celebrating the town’s generosity while successfully positioning Goose Island IPA as the antidote to bland beer.