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James Boag’s Pure Waters keep flowing

Last night Lion Nathan launched the next instalment of it’s highly awarded James Boag advertising campaign, ‘Pure Waters’.


February 7, 2011

Last night Lion Nathan launched the next instalment of it’s highly awarded James Boag advertising campaign, ‘Pure Waters’. 

Created by Publicis Mojo Sydney, the new campaign continues the story of a Tasmanian town and the mystic, transformative power of its water – a creative first brought to life on Australian screens two years ago.

The campaign will include two executions – one for James Boag’s Premium and one for Boag’s Draught – which take the ‘Pure Waters’ story as a starting point, and extend and re-shape the narrative to distinguish the respective sub-brands. The Premium spot launched last night, with Draught to follow shortly.

Ralph Simpson, Brand Director Premium, says the success of the campaign lies in its intrinsic ties to a core product truth.

“The Pure Waters creative has endured because of the simple, powerful truth of the original insight – that from better water comes better beer. That original insight remains the same today and has been leveraged across multiple touch-points over the years – to the point where it has gathered such momentum in the market that it casts a halo effect across the entire Boag’s portfolio.

“Tasmania is a highly emotive place; it conjures up imagery unlike any other area of Australia, and is viewed as pure, mystical and other-worldly. Through Pure Waters we have been able to capture that image and bring our Tassie provenance to life in an engaging way.”

Since the launch of the first campaign in 2009, Pure Waters has captured the attention of audiences and jurors alike, taking home a suite of international awards[1]. It even attracted the attention of a Hollywood producer who asked to feature the ad in his presentation to Disney.

“Given the broad appeal of the creative and its ability to stretch across the portfolio we have extended the TVCs to incorporate James Boag’s Premium as well as Boag’s Draught. Both brands are experiencing double-digit volume growth nationally[2] and we have been impressed with the traction the trademark has gained on the mainland.”

Lion Nathan acquired the J Boag & Son trademark and brewery from San Miguel in November 2007. Since that time the brand has benefited from Lion Nathan sales coverage and distribution reach as well as an increased marketing spend and brewery investment – with volumes increasing by 30% since that time[3]. In 2009 more than $25 million was invested into the Boag’s Brewery in Launceston. The upgrade doubled capacity, enabling the Boag’s brewers to produce more Boag’s beer, more often, while at the same time reducing energy and water consumption.

The TVCs were filmed in the Cradle Mountain region of Tasmania at the end of 2010.


Executive Creative Director – Micah Walker

Creative Team Premium – Ruth Bellotti & Justine Armour

Creative Team Draught – Pim Van Nunen & Ian Williamson

Agency Producer – Anna Richmond

Planner – Nicole Milward

Commercial Director – Lois Donaldson

Account Director – Simon Ludowyke

Director – Steve Rogers

Executive Producer – Michael Ritchie

Producer – Pip Smart

DOP – Simon Duggan

Editor – Alexandre de Francesci

POST FX – Fin Design+Effects

Composer – Elliot Wheeler


For further information please contact:

Leela Sutton (nee Gantman)

Corporate Affairs Manager

02 9290 6645 / leela.sutton@lnnf.com


[1] 25 awards received in 2009, including a Gold Lion, Cannes Lion International

[2]Nielsen ScanTrack, VOL % Growth YA, MAT November

[3] Nielsen ScanTrack, Boag’s Trademark volume % share increase 2007-2010