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Is that true, the popular Aussie beer ad dead?
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The country that spawned brilliant beer campaigns such as a curious exploring tongue, a Flashdance audition for a brewery job, a symphony of beer bottles and, of course, the greatest of them all, The Big Ad, has gone flat.
In the last four years the industry has moved from the big idea to more transactional ads, as drinkers cut down their consumption and many move towards more boutique brands.
The final split between Lion and BMF, the agency which carried XXXX Gold to the mantle of Australia’s best selling beer and gave the world Tooheys’ travelling tongue ‘Quest’ ad, is the end of a relationship which once celebrated brilliant ads.
But does it also signal the end of beer as the pinnacle of advertising as entertainment?
There was a time when to be successful as an agency you needed an airline, a car and a beer account. But beer was where all the fun was, and not just for the staff bar.
One creative director who worked at Y&R in the halcyon days of the CUB business says that Australia had seen two golden eras in beer advertising.
“There was the classic 1970s and 1980’s beer ads such as ‘I Feel Like a Tooheys’ and ‘A Hard Earned Thirst’ for VB,” he says.
“When Mojo asked ‘How Do You Feel?’ and VB was the reward for sweat. They were fun and made you thirsty.
For more information, check out the link https://mumbrella.com.au