Goose Island Beer Co. Bland Flavour Festival
Challenge:
Position Goose Island IPA as the champion of flavour by challenging Australia's bland beer choices. The campaign centred on the irony of the Shire of Bland, a rural region in NSW, turning its name into the perfect platform for a flavour-led festival.
Outcome:
Reinvented Goose Island's visual identity for the festival, drawing inspiration from the town's sign featuring merino sheep and Mayor Ray Smith's famously colourful floral shirts. The campaign generated 40 million impressions and $10 million in media value, attracting national attention and a $1 million show of support from then Prime Minister Scott Morrison.
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Developed at The Taboo Group for Goose Island Beer Co.