Lion continues to bust beer myths in newly launched ‘Brew & A’ content series via BMF
Today Lion has launched a new video series that continues the journey of busting myths and some common misunderstandings about beer. The Beer the Beautiful Truth content series created by BMF Australia, entitled ‘Brew & A’, answers real questions from Australians wanting to know more about beer and is another place where consumers get to learn more about what is in their favourite beers, how beer is made and the different styles and tastes of beer.
In each of the videos, well-known media personality and beer enthusiast Gorgi Coghlan, is seen chatting to members of Lion’s advisory panel. The group consists of leading experts in the fields of brewing, nutrition and health who are on hand to help answer the questions of consumers. They include Dr Sam Hay (general practitioner), Catherine Saxelby (nutritionist), Kirrily Waldhorn (beer diva) and Chuck Hahn (master brewer).
The team will be answering many of the questions received from consumers through the Beer the Beautiful Truth website while the Brew & A videos will cover off questions like “How can beer be relatively sugar free?”, “Why does some beer taste bitter when others do not?” and “Why is beer still seen as more of a man’s drink?”.
Ben Slocombe, marketing director for Lion, says that the launch of Brew & A shows Lion’s continued commitment to serving up the beautiful truth about beer, and meeting the demand of Australians who want to know more about what’s in the beer they are drinking.
Says Slocombe: “By putting the call out for people’s questions about beer, we have created an open forum to discuss everything about Australia’s most loved alcoholic beverage. There is a real thirst for knowledge out there which has been proven by the more than 1,000 questions we have received to the website so far.
“It’s been fascinating to see some of the things that beer drinkers have been most curious about. What has come as no surprise however is that many don’t know for example how much sugar is in beer and that beer is in fact preservative free. It’s exciting that we are finally getting these facts out there, and able to have a conversation with our drinkers.”
The Beer the Beautiful Truth campaign kicked off in August last year after Lion announced that, in an Australian beer industry first, it would be adding nutrition information panels to bottles and cartons across its entire wholly-owned Australian beer portfolio.
The initiative was informed by consumer research that showed 87 percent of Aussies don’t know what goes into beer , and 73 percent wanted more information on the beers they drink.
Subsequently, there are now millions of bottles of beer each year carrying helpful information on sugar, preservative, calorie (kilojoule) and carbohydrate content.
Says Slocombe: “Lion is committed to the Beer the Beautiful Truth campaign and to continue to give people even more information about what they are drinking. If Aussies are better informed about the beer they like to enjoy with their mates, then they are going to be better equipped to make a more informed decision on what drink they share with friends in moderation as part of a balanced lifestyle.”
People can still ask any questions they may have about beer on the Beer the Beautiful Truth website – www.beerthebeautifultruth.com. All submissions will also go in the draw to win a luxury beer experience to Belgium.
The first round of Brew & A videos launch today, while the remaining ones in the content series will become available in the coming weeks.
The Brew & A campaign will be supported by radio, digital, social media and PR.
Client: Lion
Creative: BMF
Media: Bohemia
PR: Res Publica
Digital: The White Agency
34 Comments
A distinct lack of actual names on this work. Ashamed? Much?
As a member of the marketing industry I have a vested interest in watching this content. And I still couldn’t get through three quarters of one of these films. Who benefits from this? It educates no one if it’s too boring to watch. Is it something the client feels is necessary to show their superiors that they are committed to ‘content’ marketing? I’m just completely confused as to what context this would be watched in, and by whom. It’s kind of depressing.
It’s uncanny! I have conversations just like that whenever I drink beer.
Jaysus I feel for the poor bastards who had to make this. Clearly a client who has no fucking idea. Just tell them the rational facts and they’ll buy. Like fuck they will. The most boring, rational, uninspiring ‘content’ it is possible to make.
Hey Client:
Blokes choose beer by the label that makes them look cool, not whether it has long lasting taste or crispness. All beers taste the fucking same give or take.
Every client responsible for this should be fired instantly.
When you look at this and the beer advertising that used to make this country famous you can see how badly agencies are letting clients dictate terms just to get the cash. Not that BMF are alone there by any means.
I need a fucking beer to drown my sorrows.
I wouldn’t put my name on it either.
who is going to watch this?
I lasted 15 seconds and that was without even reading the release.
Very, very sad what has happened to beer advertising in this country.
And for the record, I do not blame the agency for this. I feel for them.
This makes me so sad.
This is the complete opposite of where beer advertising should be.
What a keg of shite.
I’ve got an idea! Let’s use women in some niche “content” to normalise a vice habit in the hope it will get more people to drink beer, despite beer sales being on the decline per capita since the 70s.
To all beer marketeers – Lion and CUB have systematically destroyed what was a wonderful, creative and entertaining category. Your predecessors, along with great agencies like BMF and Clemenger, shone on the global scale with work that was envied by the best in the world.
What a sad state it has become. Shame on Lion/ CUB for their spineless decent into the mundane
Why?
Why would you think anyone would be interested in such stilted dross ?
Why wasn’t the girl’s ring tab necklace in the first commercial carried through and built on progressively with things like bottle cap ear rings and even ‘beer bottle’ glasses?
Why not?
far out…this is bad, really bad. BMF should not be spruiking this turkey
Fuck you Lion.
So why has beer advertising tanked to such lows?
CB – this would make a great subject for an article.
This entire campaign reeks of a business that is apologising for its own product instead of trying to make it cool. The worst marketers in Australia.
Couldn’t agree more.
For Lion to believe that work like this will change the perception of beer is truly laughable.
After struggling through the wild for years, the wounded antelope can no longer move under it’s own strength and collapses and dies.
I liked it. It spoke real truth and it was believable.
Knowing Lion, this probably went through 100 rounds of research and tested well with the key demographic “people who have zero idea about anything, ever”.
They need to either start using their marketing instincts and realise this is terrible, and do better. Or, if they thought this was instinctively a good idea, leave the building immediately.
WOW… I feel like I’ve just been on a born again Christian retreat. Very WEIRD!!
Revert back the 80’s advertising, it was good, it worked and it’s generational “I feel like a Toohey’s or Two”… If it ain’t broken… don’t fix it. Pretty simple really.
Classy way for the agency to distance themselves from the work – post a whole bunch of comments ragging on their client.
@ tough times said:
“All beers taste the fucking same give or take.”
Fuck off. Do you have the palette of an 18 year old?
It’s not BMF making these comments, it’s the industry – appalled that such a good agency should be forced to make shit like this by clients with no fucking idea what they are doing.
And every client who worked on this should have their names on it for all to see.
@M&C’er. Totally.
It is infuriating to see the demise of a once great institution. Once upon a time we all dreamt of working on a big beer brand.
Now that dream is fucked for so many.
The first one has 500 views, the 2nd one has 180 views… after a few days now.
DO YOU GET IT YET MARKETERS? – no one wants or needs this kind of content.
You’re faced with a more difficult to reach market and challenging market conditions, fragmentation, falling sales – the answer is not to fall back on advertising styles from the 1950s, more logos, more rational, more forcing your brand down peoples throats.
No the answer is to DO SOMETHING GREAT – remember like, in this particular instance, your brand used to do.
How have we gone from being the best beer marketers in the world to this? Shame on you Lion Nathan.
dull. I was curious for a bit and I wanted to like it.
But it sucked. All the life and fun out of beer and my life.
If you’ve read this far, you’re the problem everyone in this thread is talking about.
Funny that someone from M&C would think BMF is ‘such a good agency’ and be ‘appalled’ that BMF are ‘forced to make shit like this by clients with no fucking idea (about) what they are doing.’
I’m appalled ‘such a good agency’ let this happen and they are literally blaming the tools, which in this case seem to be the marketing department; not the suits, not the creatives, not the leadership. And doing so in a public forum.
That’s actually a sign of a very bad agency.
Is this why every team at BMF have updated their books or is it something deeper?
The rest of the work BMF is doing is actually pretty fucking good, so stop stirring shit. This particular client has been forcing the agency to pump out shit like this for the last few years. If I was at BMF I’d stay put and jump on some Aldi briefs.
@Stop blaming your tools said:
Sure it could be the agencies fault, but given their track record and given that no agency would ever suggest this contrived kind of stuff, much more likely that they were forced to do it. At the end of the day the people in control are the marketing department. Good agencies are better at putting their POV across. Our agency(not BMF) takes the position that they are responsible for the brand and act accordingly but an agency can only do so much – the buck stops with client – if they want something at the end of the day they can insist on it.
As another person working at a non-related agency, I too am deeply concerned about the quality of BMF’s content department sinking to new lows and it affects me greatly.
Chill beer lovers! This is content. C O N T E N T.
It can be cut to suit the medium, and the audience, and the sequence of messaging. You don’t have to work in advertising to know that. You also don’t need to be a genius to understand that Lion is pursuing a broader audience.
Enough from the content connoisseurs who have failed to recognize how this sits across the broader marketing mix. Go grab a beer instead!