Our solution was Boag’s Premium Personalised Cases. For a short time, buyers of the beer could select from a range of celebration-themed case embellishments that could be attached to the existing packaging. These were offered free at the point of purchase. Now, a case of James Boag’s became a case of ‘It’s a Boy!’ or ‘Nice One Dave’. The boxes became something of a greeting in themselves – and connected Boag’s very directly to the celebration occasion.

The novelty of the idea dislodged our enemy beer from its pedestal, and Jasmes Boag's Premium (now known as 'Goodbye' 09') was a sell-out with 50% increase in sales compared to December 08. Added to that, we've opened up endless opportunities to re-brand James Boag's for the good times. 'Happy Divorce', 'Thanks For The Kidney' and 'Hey, Nice Award' coming soon.