Mac’s Beer is celebrating its 35th birthday with Shine by "beering" all and adding a new beverage to its collection.
Marketing, advertising & media intelligence
Mac's has undergone something of facelift, which has seen the brand livery across its range of beers and ciders change. And this news has also coincided with the announcement that Mac's drinkers will have seven new options to choose from.
There's been plenty of chat about craft beer recently, with the 'craft beer you can actually drink' campaign for Lion's new Crafty Beggars range—and what some see as its duplicitous brand wank—ruffling a few feathers. Lion-owned Mac's also sits in the 'popular craft' category and it's also aiming to firm up its association with the term through its Craft Collective promotion.
Just as we celebrate birthday milestones by perusing through old and embarrassing photos of ourselves, Mac’s Brewery is likewise harking back to the past as it gets set to celebrate its 30th birthday in November with a touch of 80s.
As we've discussed before on StopPress, town branding, despite the best of civic intentions and dreams of immense cut-through with cheesy, pun-laden slogans, generally has an element of desperation and truth-stretching to it. And the proposed Wellywood sign can most definitely be placed in that category. Of course, there have been numerous alternative suggestions and a few websites (here and here) set up where alternative suggestions can be made (there's now even a campaign by Moa beer that is, fairly irresponsibly, promoting willful damage when the sign goes up in exchange for a bounty). But everyone knows the hoi polloi simply don't have the creative cajones required to help Wellington in its time of need. So, post your idea for a more appropriate/inappropriate sign on the hill and the two best efforts will get a 12 pack of the pilsener member of the Mac's family, Hop Rocker, which is sporting some flash new packaging and has recently graduated to the dozen.
He's one of the main brains behind Social Media Junction, he co-founded Media Mingle, Social Media Club Auckland and the marketing-related Twitter discussion #markchat, and he's one of those rare creatures, a man working in PR. So here's what floated—and sank—the boat of Bullet PR's Alex Erasmus this year.