Australians Summoned For “Brewery Duty” In Brilliant New Ad Campaign

Who doesn’t love a good pun around the holiday season ... or really any time? Aussie beverage maker Lion worked with ad agency Thinkerbell to come up with an inventive new way to get beer drinkers to try their product by summoning them for “brewery duty” using the already familiar situation of doing jury duty. The campaign site invites entrants to register for a chance to try their beer and “deliver your verdict.” The whole campaign is an ingenious way of connecting directly with consumers and introducing them to new products. Yes, it’s clever data collection. It also just looks like a glass full of fun. Sadly, you’re only eligible to play if you’re living in Australia.