// PRESS RELEASE
23.OCTOBER.2023
Client – TRADIE
Tradie Founder – Ben Goodfellow
Tradie Brand Manager – Simone Hyde
Creative Agency – The Incubator
Managing Director – Jeremy Walsh
Creative Director – Kyran Docker
Copywriter – Sean Brisbane & Sophie Hanlon
Production Company – Truce Films
Director – Nicholas Clifford
Head of Production – Mike Ciccone
Producer – Jess Langley
Production Manager – Logan Davies
DOP – Joel Betts
Offline/Online Editor – Marty Gilchrist, Puffin Post
Grade – CJ Dobson, Moodlab
Post Sound – Rob Stephens, Squeak E Clean
Say G'Day to Tradie Beer in Latest Spots via The Incubator
Tradie, the iconic brand known for undies, rugged workwear, and body spray, is stepping into the next great Australian territory – beer!
“Tradie making a beer seemed like the next logical step,” says Tradie founder Ben Goodfellow. “Since I created the brand in 2010 I’ve always hoped to one day expand the brand into beer. With a huge amount of “hard work“ developing our beers we couldn’t be more proud to bring them to the Aussie market. We’ve always been about keeping things light, fun, and meeting the needs of our Tradie customers and now, they have a beer they can truly call their own.”
Introducing Tradie Beer, the brew that embodies the heart and soul of Australia. Joining us as the faces of this exciting journey are none other than Essendon Ruckman Sam Draper and the legendary Pro Surfers Jackson Baker and Matt Wilkinson. In a classic Tradie-style outback adventure, these Aussie legends are camping, fishing, and enjoying a cold one, celebrating the enduring spirit of Aussie mateship.
Kyran Docker, Creative Director of The Incubator says, “With the Launch of Tradie Beer, we wanted to go back to fundamentals: the red dirt under our feet, the cold beer in your hands, and the mates by your side.”
Tradie Beer currently offers a range of options to satisfy every palate, including a Zero Carb Lager, Lager, and Pale Ale. These brews are making a splash in selected Liquorland, First Choice, Vintage Cellar stores, and online. Aussie beer lovers are embracing them faster than you can say “Ahhhhhhhhhh.”
Keep your eyes peeled as the campaign rolls out over the summer months – or get a sneak peek of the first spot right here:
Extra, extra!
Read all about it!Check out our latest INC news and views.
June 4, 2020
Press Release: Tradie Workwear
Tradie goes for ‘ultimate iso’ in new outback Workwear TVC shot in Broken Hill Australia.
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…
December 15, 2023
INCYMI: December
While our friends in the Northern Hemisphere are cosying up by the fireside, we’re swatting away mosquitoes and trying not to get sunburnt. Tis the season to…
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
April 21, 2023
INCYMI: APRIL
This month, we're all about embracing the weirdness. Kick back, grab some on-sale easter eggs and explore the campaigns that dared to be different.
September 5, 2024
INCYMI: August
Dust off your neon windbreakers and crank up the boombox, because this month, we're taking a gnarly trip down memory lane. Here’s all the totally tubular…
August 23, 2019
Press Release: Tradie No Bounce
Tradie has launched a new campaign to promote its ‘No Bounce’ men’s underwear featuring brand ambassador Nick ‘Honey Badger’ Cummins, developed by Melbourne…
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…
February 1, 2022
INCYMI: FEBRUARY
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.
March 4, 2024
Press Release: Tradie trades Cooee for Gingaaaah in Latest Spots
Tradie have now released their new Ginger variety…
May 29, 2023
Press Release: Brick Lane Brewing crushes it at global ‘Crushies’
Brick Lane Brewing crushes it at global ‘Crushies’ Beer Marketing Awards for second year running
October 29, 2021
INCYMI: OCTOBER
Video killed the radio star, as there is much news of the visual media variety this spooky season. Here’s what you missed if you weren’t tuned into the…
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 27, 2023
INCYMI: October
Hello, boils and ghouls and other insert-spooky-puns-here, we're diving headfirst into the wickedly creative campaigns that have graced our screens
October 26, 2023
Press Release: The Incubator wins PropertyMate account in competitive pitch
Property Mate has appointed The Incubator as its…
July 5, 2024
INCYMI: June
As the weather outside is frightful, we're hibernating on the couch and binge-watching our favourite shows. With classic brands shaking up their image and…
April 29, 2024
INCYMI: April
This month, we're covering the stumbles and shakeups that you might've missed in the world of branding.
August 7, 2020
INCYMI: July
Here we are again, because time is a flat circle and a week is a month is a day. There’s been a lot of bending, twisting and pivoting going around, and I gotta…
December 18, 2022
INCYMI: DECEMBER
This month every ad is competing to be the most heartwarming; and we're reaping all the benefits. Get into the spirit of the season and catch up on all things…
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…
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.