Australia lobbies lagers to discard 'Ocker' cliches in ads

by Daniel Rogers,, Marketing 28-Aug-02, 11:00

LONDON - The Australian Tourism Commission is lobbying lager marketers to ensure they avoid the boorish cliches that often appear in Aussie beer ads.

The discussions come as new ATC marketing director Paul Davies attempts to attract more high-spending visitors.

Tony Mayell, the ATC's general manager for Europe, said imagery of "beer-swilling blokes" could have a negative effect on its attempts to lure upmarket consumers to Australia. "The ads for Australian beer brands are quirky and humorous but they don't always present a very clear picture of the sophisticated restaurants and lifestyle of modern Australia," he said.

In the past, Foster's has used 'Crocodile Dundee' star Paul Hogan to market its beers and Castlemaine XXXX used 'Ocker' [outback] characters. Interbrew last week hired Mother to relaunch the Castlemaine brand using its traditional Aussie humour (Marketing, August 22).

A spokesman for Scottish Courage responded: "We're marketing a lager not a fine wine, but Foster's has never taken an Ocker approach."

A spokeswoman for Interbrew said the next Castlemaine ads were still in development but conceded that "people's ideas about modern Australia are different from five or 10 years ago."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.