Droga5 navigates a new course for Sail & Anchor craft beer with national point of sale campaign

UPDATED TO INCLUDE MORE EXECUTIONS – Droga5 Sydney has launched a national point of sale campaign to promote four new craft beers (Pale Ale, Amber Ale, Golden Ale and Kolsch) for Sail & Anchor, the Fremantle-based brand owned by Droga5 client Woolworth’s.

Strategic Business Director Ant Warne believes firmly that Sail & Anchor is a true icon of the craft-brewing scene: “It is in fact the pub where it all kicked off in Australia back in ’84,” he said. “In the pioneering and mutinous spirit of the brand, the team wanted us to look at craft beer differently – that brought to the work the courage of a seasoned sailor.”

The campaign execution will feature across 80 pubs where it will be available on tap, in 320 bottle shops and through 1300 stores.

Droga5 Sydney creative director Cameron Blackley said the insight was gained after years of research: “We established that pirates, buccaneers, privateers and coxswains are the fastest growing part of the community,” he said. “Yet no-one was giving them, let alone hook-handed parrot-buggering skippers, a voice.”

“We felt that Sail & Anchor was just right for the kind of man who will give their opinion in the form of a 40 pound canon ball in the face, then stoically enjoy their beer,” he said.

Agency: Droga5, Sydney

Typographer: The Craftshop