// PRESS RELEASE
24.MAY.2023
Brick Lane Brewing crushes it at global ‘Crushies’ Beer Marketing Awards for second year running
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
Extra, extra!
Read all about it!Check out our latest INC news and views.
October 21, 2022
INCYMI: OCTOBER
“It’s time. It’s time. Time for the big giveaway. Halloween has come. All you lucky kids with Silver Shamrock masks, gather ’round your TV set, put on your…
October 26, 2023
Press Release: The Incubator wins PropertyMate account in competitive pitch
Property Mate has appointed The Incubator as its creative services agency following a competitive pitch.
August 30, 2022
INCYMI: AUGUST
Come with us if you want to live, as we're witnessing the beginnings of a technology takeover. Advertising is taking steps into sci-fi and trying out new…
May 9, 2023
Press Release: Tradie Storm Boys Scrub Up Alright
Melbourne Storm boys scrub up alright in Tradie’s latest spots via The Incubator
July 8, 2020
Press Release: Tradie Body Spray
Tradie has joined forces with the Inspired Unemployed for the launch of their new Body Spray product range.
June 16, 2023
INCYMI: JUNE
You gotta fight for your right to party this month, as we explore the handful of campaigns that have successfully managed to slip through the rainbow coloured…
March 10, 2022
Press Release: Tradie Bamboo No Chafe
Tradie pits undies against the elements with their new breathable bamboo no-chafe collection.
October 23, 2023
Press Release: Say G’Day to Tradie Beer in Latest Spots via The Incubator
Tradie is stepping into the next great Australian…
March 15, 2021
INCYMI: March
As the Weirdest Year Ever™ is in our rearview mirrors, we're looking down the road by looking back at some of the weird and interesting things that have…
May 28, 2021
INCYMI: May
Ch-ch-ch-ch-changes! Turn and face the strange this month, as lots of changes are on the horizon, and others are desperately needed.
July 11, 2022
INCYMI: JUNE
As the season of Pride sashays to a close, you can hear the collective rustling of companies all around the world stashing their rainbow flags and pretending…
December 1, 2021
INCYMI: DECEMBER
It’s the most wonderful time of the year; where every ad you watch carries the risk of awkwardly bursting into tears at your desk, as businesses the world over…
October 16, 2019
Gruen – The Pitch 2019
We're pleased to announce the team are making their small screen debut tonight on the other side of the camera. We were stoked to be invited by the ABC to take…
May 21, 2021
Press Release: Tradie Body
Tradie storms our screens with new TV spots via The Incubator.
August 25, 2023
INCYMI: AUGUST
This month, it seems like everyone’s been struck by girl power. Between the Matildas almost getting us a public holiday and Mattel dolls being advertised at a…
April 22, 2022
INCYMI: APRIL
Whether we’re spouting about it on social media, manning a megaphone, or even breaking out the old brick phone, we’ve all got something to say. From public…
March 7, 2023
Press Release: Tradie Bamboo – So much Nature
Tradie pits undies against the elements with their new breathable bamboo no-chafe collection.
October 14, 2021
Press Release: Flora & Fauna
Everyday eco, surprisingly better! Flora & Fauna launches first brand campaign via The Incubator