Month: May 2023

Melbourne-based Brick Lane Brewing has won six prestigious ‘Crushies’ awards at the Global Craft Beer Marketing Awards (CBMAS) this May, taking home five platinum trophies and one gold across the Asia Pacific region.

Recognising and awarding the best marketing in the global brewing industry, The CBMAS are held annually and judged in the USA by an international panel of 600 global beer, marketing and design experts.

Among the six awards Brick Lane bagged was Best Brand Identity and All Round Marketing Story for their flagship brew, One Love. Created by indie South Melbourne agency, The Incubator, this heartfelt campaign features the unifying idea: The One for All. Conceived by Creative Director Kyran Docker, this inaugural brand campaign was designed to position One Love as the brewery’s most universally loved pale ale, while also reflecting the core philosophies and values of the Brick Lane brand itself. 

“We were asked to create a compelling brand platform that clearly and uniquely communicated the positioning of One Love. Brick Lane was not after a short term campaign; they needed a big idea and associated creative evocations which provide longevity and flexibility.” says Kyran, of the strategy behind the campaign. 

“As Brick Lane’s firstborn beer and signature brew, One Love represents more than just another can in their cool room. The whole Brick Lane brand ethos of unification, inclusivity and acceptance are brewed into this beloved Pale Ale, so our challenge was to distill and capture this essence in a genuine and authentic way.” Kyran continues. 

Examples of the One Love campaign executions can be seen below.

Paul Bowker, Founder & Managing Director of Brick Lane Brewing was thrilled with the company’s success at the Crushies, acknowledging it was a genuinely collaborative effort among the many creatives involved in bringing the brand vision of Brick Lane’s many different SKU’s to life: “Congratulations to the talented Brick Lane Team, all other winners, and our partners, including Can I Play Design, Endeavour Drinks Group, The Incubator & Orora, who are integral in allowing Brick Lane to continue to innovate and push boundaries of packaging materials, design and messaging to the market.”

Brick Lane won trophies across the following highly contested categories:

Best Can Design & Identity (237-444ml)

• Platinum Crushie – Hi-Fi Dry Zero Carb Japanese Lager

Best Brand Identity and all-around marketing story (logo, merch, packaging, website)

• Platinum Crushie – Brick Lane One Love 

Bigger than Beer – Best Cause related project or campaign

• Platinum Crushie – One Love ‘Loud & Proud’ cans in partnership with the Endeavour Drinks Group

Best Can Design/Series

• Platinum Crushie – for annual release of Trilogy of Fear

Best Merchandise Design (Innovative or Sustainable)

• Platinum Crushie – Trilogy of Fear ‘Sage it ain’t so.’

Best Can Design

• Gold Crushie – Sidewinder NO-ALC XPA Fruits (Lime & Passionfruit)

Brick Lane beers can be found nationally through all major retailers and independent bottle shops and online at bricklanebrewing.com. All beers and merchandise can also be found in their incredible new venue, The Brick Lane Market, based in the heart of Melbourne, joining the Brick Lane Shed in Stringbean Alley at the Victoria Market and Dandy Brewhouse on-site with their state-of-the-art brewery in Dandenong.

For more information, please visit:

Website: www.bricklanebrewing.com
Socials: @bricklanebrewing @vist_bricklane @sidewinderlife

All Brick Lane Brewing enquiries can be directed to Tasha Harp Kennealy, Marketing Director.
Email: tasha.harpkennealy@bricklanebrewing.com
Mobile: 0418 329 643

NRL’s Xavier Coates, Jahrome Hughes, Ryan Papenhuyzen and Cameron Munster are set to storm our screens again with a new series of TVCs celebrating Tradie’s continuing partnership with Melbourne Storm.

As part of Tradie’s core strategy, it’s important their brand ambassadors are always great sports, ready to have fun and not take themselves too seriously. Our Storm boys tick all these boxes, making them perfect partners for Tradie’s body range. Ready for anything thrown at them, their boundless enthusiasm makes them a great match for the larrikin Tradie brand. Whether they’re on the field or in the tub, these guys are always bringing their A-game, and that’s why we love them.

These latest ads see them being put through another round of true-blue Tradie trials, testing the limits of their camaraderie by squeezing together into a bathtub, and firing off some western-style straight-shooting with the body spray. The boys even took over the special effects, demonstrating the correct way to show off a glorious mullet.

“We were thrilled to have the Storm boys back for our latest ad campaign,” said Ben Goodfellow, Tradie’s founder and CEO. “These guys are true athletes and embody the tough, hardworking Aussie spirit of Tradie as well as the fun-loving nature of our brand.”

“It’s always a blast to work with Storm players” says Kyran Docker, Creative Director at The Incubator. “The guys have a great sense of humour and we had a lot of fun coming up with ideas that would really let them shine.”

Tradie Brand body wash and sprays are formulated with premium ingredients to ensure top performance in Australian conditions. The product range is available online at www.tradie.com and through retailers across Australia.

The 15 second spots are airing on TV and social media from Sunday 14th May 2023.