Gage Roads has launched its ‘Made for Yewww’ campaign aimed at celebrating life’s milestones with an Australian touch. The initiative is part of a strategic plan for expansion along Australia’s eastern coast, enhancing visibility through various media channels.
Australian craft brewer Gage Roads has unveiled its new brand platform, ‘Made for Yewww’, in a strategic move designed to celebrate life’s significant moments with a distinctly Australian flair. The initiative, conceptualised and executed in collaboration with VML, aims to embody the essence of Gage Roads by spotlighting the anticipation and joy inherent in life’s milestones.
The campaign, which is already underway, extends across multiple media channels including film, out-of-home (OOH), radio, and social media platforms. ‘Made for Yewww’ is positioned as an ongoing celebration, recognising both the legendary people and the coastal lifestyle that align with the Gage Road brand ethos. Mick McKeown, head of sales and marketing at Good Drinks Australia, emphasised that the campaign not only reflects the high-quality brewing standards of Gage Roads but also resonates with the energetic Australian lifestyle. “The Made for Yewww campaign perfectly encapsulates the essence of Gage Roads, representing those moments in life where the excitement and energy of anticipation or appreciation are celebrated by you and your mates,” McKeown stated.
In addition to its celebratory undertones, the campaign serves a strategic purpose, initiating a resurgence and expansion plan primarily focused on the eastern coast of Australia. The rollout of the media campaign will commence in Queensland, followed by broader dissemination across the eastern seaboard. This nuanced approach aligns with the brewery’s aim to strengthen its market presence and reach a wider audience.
So far, the campaign has begun to make a visible impact, with OOH advertisements enhancing urban landscapes along both coasts, complemented by bespoke executions tailored to specific locations. The creative components of the campaign have been realised through a collaboration with Clockwork Films, with particular artistry brought to the project by director duo Cowboys. Tim Newton, creative lead at VML Perth, remarked, “Beautifully simple ideas and wonderfully passionate people are a winning recipe and we couldn’t be happier with the end product. It encapsulates the feeling of coastal freedom in Gage’s unique voice.”
The collaborative nature of the campaign was also highlighted by Adam Kennedy, Managing Director of VML Brisbane and Perth. He noted, “Gage’s plans for national expansion and their ambition to create cut-through work excited us from the moment we took the pitch brief.” This collaboration involved a diverse team of creatives from both Western Australia and Queensland, effectively blending distinct regional perspectives and setting a robust foundation for the brand’s growth.
As Gage Roads continues to leverage the ‘Made for Yewww’ platform, the brewery is poised to enhance its visibility and cement its stature within the competitive landscape of the Australian craft beer market. This strategic initiative underscores a blend of cultural relevance and commercial ambition as the brand seeks to engage consumers through shared experiences and lifestyle aspirations.
Source: Noah Wire Services
