25 September 2019: The Ashes are home and the summer of cricket is here – and with the release of a limited edition XXXX GOLD can, Queensland’s iconic brewery is calling for Australians to grab summer with both hands.
The XXXX GOLD Classic Cricket Can, which will be available nationally from October onwards, sees the long-awaited return of the brand’s famous mascot, Mr Fourex. In a nod to the brewery’s 141-year heritage, the much-loved patron will feature on cans across the country, hand-in-hand with the Australian summer.
To celebrate XXXX’s long-standing partnership with Australian cricket, Mr Fourex will don the cricket whites on the limited-edition packaging, which includes six different cricketing poses.
Mr Fourex, who is especially recognisable in Queensland, has been used in XXXX advertising since the launch of XXXX BITTER in 1924. This summer will mark the first ever Mr Fourex-themed can and, his first appearance on various mediums throughout the cricket season.
XXXX Brand Director Amy Darvill said the team had drawn inspiration from the golden age of cricket for the summer campaign.
“We’ve always wanted to do a Mr Fourex can and it just felt like the perfect fit for this retro campaign,” Darvill said.
“Cricket is a great Australian sporting pastime, and with XXXX celebrating its success as the Official Beer Partner of Cricket Australia, we want to reminisce on the history and golden moments of Aussie cricket.
“XXXX Gold was, is, and always will be the beer for the Aussie summer, and XXXX Gold and cricket just go hand-in-hand!”
Cricket Australia Interim Executive General Manager, Broadcasting & Commercial Antonia Beggs said today marked an exciting day of the partnership.
“Cricket is synonymous with summer, and this initiative by XXXX really showcases that.
“Entering our third year of partnership, it’s fantastic to see such an integrated approach to the summer of cricket which promises to be massive, particularly for Brisbane fans who’ll see a Gillette T20I and the first Domain Test of the summer at the Gabba.”
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