Brownes Chill ‘Flavours of WA’ extended to packs

Building on an extensive integrated summer campaign, Brownes and partner agencies Meerkats, Hatchd, Initiative and GT Media have taken the Brownes Chill Flavours of WA campaign to the next level – onto the packs themselves.

“Like every other campaign output, we wanted to keep the theme of self-deprecating West Aussie humour running through onto packs,” said Meerkats’ Paul Coghlan. “As per the outdoor, each of the 10 Brownes Chill flavours aligned to a cultural flavour. We wrote a short self-deprecating piece on the side of each pack that only people living in WA would get.”

Coghlan said going onto packs was the ultimate expression of the campaign idea.

“We’ve noticed anecdotally and socially that West Aussies have been really receptive to it. It’s not often a client will take the bold step of actually changing their product based on a communications idea – albeit for a limited run.”

The Flavours of WA was a finalist in the Campaign of the Year and Out of Home categories at the recent Campaign Brief Awards.

“It has been a fun, colourful celebration of WA, and we’re happy we’ve carried the campaign through to the drink itself.