Australian craft beer brand Lion has relaunched Little Creatures with a mission to become the most inclusive beer in Australia via a partnership with 72andSunny Sydney. The new brand strategy and brand platform aim to modernize Australia’s oldest craft beer brand to welcome a new generation of fans.
The brand platform ‘All Creatures Welcome’ looks to remind Australians “that life gets tastier when we come together.” The platform kicks off with a three-year partnership with The Sydney Gay and Lesbian Mardi Gras.
72andSunny created the experience strategy for this activity, identifying the Sydney Gay and Lesbian Mardi Gras as a partner, then worked closely with Lion and its partners.
“The beloved, tastefully underdressed Little Creatures Cherub sits at the heart of all the brand activity as the catalyst of fun – a cheeky host welcoming all little creatures to join in something unexpectedly awesome, together,” 72andSunny said in a release.
In its first installment at the 2022 Sydney Gay and Lesbian Mardi Gras, the brand is brought to life at pop-up bars and stages at Fair Day, through a curated parade spectacle at the SCG over the weekend, and even locking in for a secret Little Creatures KiKi.
“Sydney Gay and Lesbian Mardi Gras is hugely important to everyone, including our LGBTQIA+ community,” said Genevieve Hoey, Creative Lead, 72andSunny Sydney.
“It’s about all flavors of people coming together to celebrate love in all its forms. That Little Creatures is sponsoring the festival for the next 3 years, speaks volumes about the brand. It’s been a delight for the 72 team to produce work for clients with creative chutzpah and positive intentions, and it really shows in the maximum fabulosity of the work. And yeah, that is a word.”
Up and comers from the creative community were enlisted to curate the experience. With visuals by internationally renowned creator Ruslan Khasanov; a 2022 remix of Scissor Sisters queer classic anthem ‘Let’s have a Kiki’ by rising Australian producer Young Franco; and Mardi Gras paraders dressed in wearable, non-binary art by the Australian Fashion Week newcomer success story, Jordan Gogos.
“We’re on a mission to become the most loved and inclusive beer for adults in Australia, continuously positively reinforcing values that we believe are truly reflective of Australia and the broader community,” said Anubha Sahasrabuddhe, CMO, Lion.
“We loved collaborating with the 72andSunny team on this. They really understood our brand and the need to be inclusive at every stage to deliver something new and unexpected with Sydney Gay and Lesbian Mardi Gras and beyond.”
