News Limited’s mX Sydney rolls out first brown paper wrap to promote Lion’s NZ beverage Mac’s

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News Limited’s mX in Sydney was yesterday wrapped in brown kraft paper for a campaign to promote Lion’s ‘Mac’s’ range of non-alcoholic beverages.

 

The campaign is the first time in Australia a newspaper has been wrapped in this chemical-pulp produced paper stock. The brown paper connects with the ethos and image of the Mac’s brand.

A well-known brand in New Zealand, Mac’s is now launching its non-alcoholic beverage range in Australia.

 

Says Fiona Mellor, mX publisher: “mX is the sole print partner for the Mac’s campaign. It is a great achievement to have worked so collaboratively with the client to produce an innovative, industry-first that is sure to engage audiences. The tone of the creative for the campaign is cheeky and casual, in-line with the mX brand.

 

“This was the first time such a stock of paper has rolled off newspaper printing presses in Australia demonstrating the scope of creativity and impact of print advertising.”

 

The execution of the campaign with Sydney mX was complemented by a pop-up Mac’s sampling site at Wynyard Park.

 

The campaign originally launched with mX in Melbourne two weeks ago.