Giving a XXXX for Surf Life Saving
ONCE squarely the domain of archetypal Australian masculinity, usually in the form of Australian cricket legends, the marketing around top-three beer brand XXXX has evolved, with a collaboration with famed drag artist Courtney Act to be unveiled on Wednesday.
Act, who rose to prominence in the premiere season of Australian Idol and has since carved out a place in Australian contemporary culture, is partnering with the brand to promote their new range of XXXX Budgy Smugglers.
All proceeds from sales of the swimming costumes, which are available in both “smugglers” and “smugglettes”, will be donated to Surf Life Saving Queensland, and, in a twist, they are being promoted by both Act and creator Shane Jenek.
Lion chief marketing officer Anubha Sahasrabuddhe said that with the brand dating back almost 100 years, and the parent company 143 years, there was always a need to reflect the community.
“I think the DNA of the XXXX brand over many years has been the ability to be in step with what Australian humour is,’’ Ms Sahasrabuddhe said. “And so as that unfolds, as culture evolves, we want to make sure we’re evolving and keeping what is a core fabric of our brand, which is levity and humour.”
Act said as a proud Queenslander, collaborating with XXX was a natural fit. “We’re both proud Queenslanders known for our smooth flavour and body, and for generally being delicious,’’ she said.
“I love the taste of a XXXX Gold, maybe it’s my Queensland DNA? It’s a Queensland icon, just like myself.’’