Lion will feature entertainment icon Lionel Richie in a television commercial to support the launch of Tap King – a new draught beer dispenser system that allows beer lovers to pour refreshing draught beer at home.
The TVC, created by BMF, shows a beer lover’s journey as he stares longingly into the fridge. Soon after, Richie’s classic hit ‘Hello’ begins playing and as the drinker looks closer into the fridge, the singer is revealed. Richie continues to sing as he unveils Tap King and then pours the perfect draught beer for the leading man – just what he has ‘been looking for’.
The TVC, shot by Steve Rogers at Revolver, was filmed on a custom-built set in Los Angeles over four days and will go to air from July.
In addition to the TVC, Lion will support the launch of Tap King with an extensive marketing campaign which includes outdoor, digital, PR and an internal advocacy program.
A key component of the digital campaign is a series of short, witty videos featuring Australian comedian and former Chaser personality, Charles Firth, developed by The White Agency. The video content will be distributed via Facebook, YouTube and seeded online during the coming months. “Lion is currently pursuing a path of enriching the beer category through innovation and Tap King is borne out of an opportunity we saw to enhance the ritual of drinking beer at home. Tap King is targeted at men over the age of 30, a group we know appreciate the taste and ritual of draught beer but due to work and family commitments, spend more time relaxing and enjoying a beer at home,” said Lion’s National Marketing Director, Matt Tapper.
“It was a coup to secure well-known performer Lionel Richie and the creative execution is a perfect introduction to Tap King. The irreverent tone and the surprising creative brings to life the exciting moment when a beer-lover realises he can now enjoy his favourite brew as a quality draught beer at home.”
“We’re also excited by the fact that Tap King offers more choice for people enjoying our beers at home. It supports our commitment to developing and promoting better quality beer experiences for all beer drinkers – a trend which has already been shown by our continued investment in craft beers and mid-strength beer, such as XXXX GOLD,” said Tapper.
About Tap King
Designed with convenience in mind, Tap King is easy to assemble and fits comfortably within a medium-sized fridge. The dispenser easily fits together with 3.2L recyclable bottle, which are also designed for easy storage in most fridges, so beer can be enjoyed for up to 21 days after opening. The Tap King dispenser has been designed so it can be removed and washed so a different brew can be enjoyed.
Six Lion beers from XXXX, Hahn, James Squire, Tooheys and James Boag’s will initially accompany the Tap King. The product will be available from July 2013 at major liquor retailers nationally for RRP $32.99 for the dispenser unit and between RRP $33.00 – $48.00 per 3.2L bottle twin pack.
The Tap King TVC featuring Lionel Richie was developed by BMF Sydney. The work was built off the insight that men often stare longingly in to the fridge, but never quite know what they are looking for.BMF Creative Founder, Warren Brown, said: “A great innovation like Tap King deserves a great idea to launch it. Having Lionel Richie singing his hit ‘hello’, whilst pouring a perfect beer from a Tap King, will hopefully be music to beer drinkers’ ears!”
Zenith Optimedia has spearheaded the media plan, which includes TV, outdoor and search, as well as media partnerships and TV network integration. The media plan is focused both on driving advocacy of the product and reaching drinkers while they are enjoying a relaxed beer at home.
In addition to the Charles Firth video series, the digital component of the campaign, developed by The White Agency, involves the ‘Tap Kingdom’, a Facebook community for passionate beer lovers hosted by Firth, where audiences can gain inspiration and insights into what it means to be a Tap King. Additionally, www.tapking.com will serve as a quick source of information about the product.
The brand identity and packaging graphics were developed by Energi. The structure of the Tap King crest, incorporating the sheafs of wheat signifies the integrity of the beer making process, while the incorporation of the glass symbolises the unique characteristic of the Tap King concept – the magic moment of the draught beer pour, at home. A diamond graphic is used throughout all packaging and brand identity elements as a consistent element in order to project sophisticated, premium cues throughout.
Res Publica has developed the public relations program to launch Tap King, with a strategy that includes media relations, bespoke events and key influencer engagement. Momentum Worldwide and Visy are responsible for developing personalised Tap King merchandise units for supermarkets and liquor stores nationally.
The merchandise units, which are also placed in cool rooms, are designed to interrupt and educate shoppers whilst enabling them to get hands-on with the product. Internally, within the Lion business, Momentum Worldwide has driven awareness of the product launch through the ‘Beervolution’ – a creative platform for Tap King, brought to life via events and video content. The objective of the internal campaign is to develop advocacy for the product amongst Lion people, thereby creating brand ambassadors who may introduce the product to their own family and friends.
Client – Lion
Creative – BMF
PR – Res Publica
Digital – The White Agency
In-store merchandise & POS – Momentum Worldwide Sydney and Visy
Internal Launch – Momentum Worldwide Sydney
Media and Network Integration – ZenithOptimedia
Brand Identity – Energi
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Catherine Guyder | 02 8297 1503 | 0422 403 851 |