Lion: Brewery Duty

Global beverage company, Lion, wanted to capture Australia's consumer data by asking beer lovers to sign up with their details to receive free beer. To get the country rallied around the initiative, they took the culturally recognised process of Jury Duty and created Brewery Duty - a system whereby Aussies are summoned to register, trial and deliver their verdict on some “high-profile” Lion beers. The initiative allowed Lion to have direct conversations with Australians and find out invaluable data on what they do and don’t want in a beer. The campaign kicked off with a video of an Aussie comedian, Merrick Watts, delivering a call to action for all Australians to do their duty and help crack the case.