Lion’s Tap King and entertainment icon Lionel Richie says ‘Hello’ in a new campaign via BMF

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Tap King.jpgAustralia’s largest beer brewer, Lion will feature entertainment icon Lionel Richie in a television commercial via BMF, to support the launch of Tap King – a new draught beer dispenser system that allows beer lovers to pour refreshing draught beer at home.

The TVC shows a beer lover’s journey as he stares longingly into the fridge. Soon after, Richie’s classic hit ‘Hello’ begins playing and as the drinker looks closer into the fridge, the singer is revealed. Richie continues to sing as he unveils Tap King and then pours the perfect draught beer for the leading man – just what he has ‘been looking for’.

The TVC, shot by Steve Rogers at Revolver, was filmed on a custom-built set in Los Angeles over four days and will go to air from July.

In addition to the TVC, Lion will support the launch of Tap King with an extensive marketing

campaign which includes outdoor, digital, PR and an internal advocacy program.

A key component of the digital campaign is a series of short, witty videos featuring Australian

comedian and former Chaser personality, Charles Firth, developed by The White Agency. The video content will be distributed via Facebook, YouTube and seeded online during the coming months.

Says Matt Tapper, Lion’s national marketing director: “Lion is currently pursuing a path of enriching the beer category through innovation and Tap King is borne out of an opportunity we saw to enhance the ritual of drinking beer at home. Tap King is targeted at men over the age of 30, a group we know appreciate the taste and ritual of draught beer but due to work and family commitments, spend more time relaxing and enjoying a beer at home.

“It was a coup to secure well-known performer Lionel Richie and the creative execution is a perfect introduction to Tap King. The irreverent tone and the surprising creative brings to life the exciting moment when a beer-lover realises he can now enjoy his favourite brew as a quality draught beer at home.

“We’re also excited by the fact that Tap King offers more choice for people enjoying our beers at home. It supports our commitment to developing and promoting better quality beer experiences for all beer drinkers – a trend which has already been shown by our continued investment in craft beers and mid-strength beer, such as XXXX GOLD.”

Client – Lion

Creative – BMF

PR – Res Publica

Digital – The White Agency

In-store merchandise & POS – Momentum Worldwide Sydney and Visy

Internal Launch – Momentum Worldwide Sydney

Media and Network Integration – ZenithOptimedia

Brand Identity – Energi