XXXX – ‘The Summer Beer For All Year’ Campaign via Thinkerbell


Lion has launched a new campaign via Thinkerbell for XXXX Summer Bright Lager this autumn letting people know you can drink it any season. “Around here, it’s summer every day. So, XXXX Summer Bright Lager is the beer for all year,’ said the brand.

The campaign is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, we only have one season really, summer. So it’s a summer beer you can enjoy all year.

“The Sunshine State doesn’t really have spring, autumn or that other one, it just feels like summer all year round,” said Tom Wenborn, Chief Creative at Thinkerbell.


“Maybe that’s why they end up creating their very own seasons.”

“For Australians it’s summer and the good life all year round, and even if you’re not in Queensland you can taste what it feels like anytime with a XXXX Summer,” said Lion’s head of marketing, Core Beer, Chris Allan.



Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM
Digital Agency: Affinity
Film Production: Finch
Director: Arundati Thandur
Stills Production: Alex Wall


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