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Have a look at the photo above. In particular the billboard on the wall of Prahran Fish & Chips. What thoughts spring to mind?
“Ooh, that’s silly – a pig wearing a tie and mortarboard” perhaps.
Maybe: “What a garish yellow.”
Or: “Golly, I’m thirsty and could do with a beer.”
Maybe even: “What the hell is a tiny brewery like Moon Dog doing advertising in the sort of format usually reserved for CUB, Coopers and Lion?”
All of which we’d suggest are perfectly reasonable reactions, although not reactions that popped into the minds of the people responsible for upholding the ABAC, Australia’s Alcohol Beverages Advertising Code. Instead, they were concerned that the image of a pig wearing a mortarboard suggested that drinking Moon Dog’s Love Tap could lead to academic success.
“Which is obviously true,” says Moon Dog co-founder Josh Uljans, tongue firmly in cheek, when asked about the issue that saw the erection of their billboards delayed for several weeks after the beer’s nationwide relaunch as correspondence went back and forth between Moon Dog and staff at ABAC.
“It was a little bit frustrating as we’d tried to put together something that was pretty reasonable and not offensive or confrontational. Our whole ethos is around sharing the love and joy and it’s a shame when you are trying to be really positive and get held up by these bureaucratic things.
“It happened at a time when we were trying to get 600 cartons ready and trying to manage all these different elements so we could launch the product. We were surprised and a little bit dismayed. They have their job, which is to check things that are going up; each one will have 250,000 eyes on them over a few months so obviously there’s a role there to make sure alcohol is presented in a responsible way. No one wants to represent our product in an irresponsible manner and we don’t want to encourage irresponsible consumption of alcohol.”
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