XXXX GOLD set out to knock the number two beer brand off its pedestal for the first time in over 20 years. An already huge 140 million litre brand, we needed to increase sales by a whopping 8% to achieve our goal. We needed to think big to engage rejectors of the brand, going beyond a traditional campaign.Combining Aussies' love for the beach, thrashing the world at cricket and beer, XXXX GOLD Beach Cricket was born – a national sporting event with live events, 14 hours of branded national TV content and a fully integrated brand and promotional campaign supporting the activity.

• Event creation - Created the event, the rules and official beach cricket equipment- Recruited 23 international cricketing legends- Negotiated with national TV partner, Network TEN to televise the event- Created XXXX Angels, professional dancers• PR Campaign launched at Sydney Opera House• Packaging driving awareness of event• Launch TVC featuring cricketing legends Allan Border, Graham Gooch, Courtney Walsh; event press activity promoting TV coverage• Live Event in 3 States• Live TV coverage: 14 hours branded content • Beach Cricket Promotion - Free ball with every pack and tokens for beach cricket kit; TVC; press advertising; point of sale, carton design