Goose Island Beer Co.
Goose Goes To Bland
The idea was based on a simple insight: While Aussies are adventurous foodies, they tend to make very bland beer choices. If aussies love food with a punch, then they are ready for an IPA. Through an integrated campaign, we positioned Goose Island IPA as the champion of flavour – and the perfect antidote to bland.
The place that needed it the most, is an actual region 600km away from both Sydney and Melbourne, named “The Shire of Bland”.
Bland shire call for flavour captured the heart of the nation and then Prime Minister Scott Morrison joins the campaign with $1M support.
Shire Council's General Manager, Ray Smith plays a key role in showcasing the town’s generosity and hospitality. He is known for his love of floral summer shirts. Additionally, merino is the town’s icon, as seen on the town’s welcome sign.
Combining these 2 elements, by recreating Ray’s floral shirt as a background to the beer packaging design and integrating Merino in the main Goose Island lock up.
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Campaign was developed at The Taboo Group