Developed in partnership with Thinkerbell, Made for XXXX is built on a simple but provocative idea that: XXXX wasn’t created to help Australians enjoy the good life, the good life was actually created to help us enjoy XXXX.
In other words, XXXX came first. Everything else followed.
The launch of Made for XXXX will roll out via an episodic content series introducing the Creator of Beer and how the good life, mud-crabbing, wakeboarding and even influencers came to be. This will roll out via TVC, OLV, Social, and Radio executions designed to demonstrate that almost everything, from the location to the occasion, was simply Made for XXXX.
Karen Sterling-Levis, Brand Director – Core Beer at Lion, said the platform reflects the brand’s long standing role in Australian culture.
“XXXX has always been there at the moments that matter and the ones that don’t, not as the centre of attention, but as the glue that can bring people together. Made for XXXX acknowledges that legacy with confidence and humour. It reminds people that XXXX is the champion of the good life.”
Jonny Rands, Executive Creative Tinker at Thinkerbell, said “It’s hard to believe we didn’t see it sooner. All the stuff you do with your mates was made for XXXX. Once you realise that, everything clicks – including looking forward to a few knock-off Golds after work today, which means even writing this Press Release, was made for XXXX.”
Made for XXXX is designed as a long-term platform, providing a consistent creative lens that allows the brand to show up across everyday moments big and small with cultural relevance.
The campaign launches nationally from Feb 9th 2026.
