Mid and Full Strength Launches

Client: Iron Jack Mid and Full Strength Launches

Iron Jack is a true mainstream brand brewed with our hot, rugged climate in mind.  Developed as a head-on competitor to the Carlton and United Breweries brand Great Northern. The story behind the brand is the ongoing yarn about Iron Jack, the legendary Australian outdoorsman himself and his adventures.

This launch (firstly, the mid-strength variant) was developed to be the most impactful beer launch in recent marketing history.

Strategy

Because Iron Jack is an outdoorsman a ute display and a boat display were both ‘must-haves’.  Presfast was initially challenged to develop a pallet size display that clearly reflected a ute.  When the full strength variant was launched the client returned to us with the challenge to evolve our thinking to reflect the ‘tinnie’ boat that obviously, Iron Jack would use on his fishing trips.

As part of our solution, we developed a new piece that we call a ‘ZU’ unit.  It’s a two sided unit that can be erected to merchandise stock on both sides in a ‘Z’ display format or one side in a ‘U’ display format.

 

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Solution

The thinking behind the Presfast ute pallet size display unit was simply re-envisioned to become a boat – essentially, creative was able to changed-out and an outboard motor added.

The ‘ZU’ unit was created and presented speculatively however, the client loved its versatility and since its first appearance in liquor stores early in 2017, it has been re-configured and executed (as of July 2019) 4 more times.

Achievements

The launch of Iron Jack mid strength was classified by the client as the most successful beer launch in ten years.  It’s success led to the launch of the full strength variant.  It was the success of the ute that led Presfast to be engaged to create the components (including the boat) associated with the full strength launch.

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