Dad’s Pack
Lion Nathan Australia
Issue 2 | July 2008
Agency
BMF
Creative Team
Warren Brown - Executive Creative Director;Dylan Taylor - Creative Director, DM;Jun Harada - Art Director;Tim Wood - Copywriter
Production Team
Jenny McMahon - Head of Print Production
Other Credits
Jeremy Nicholas - Strategic Planner;James Cuffe - Account Director
Date
January 2006
Background
No brands (beer or otherwise) talk to new fathers, which is surprising given that it's one of the single biggest things to happen in a man's life. But how best to reach new dads? BMF found out that mums are given 'Bounty Bags' in hospital after giving birth - a marketing 'show bag' packed full of information and offers for mum and baby. However, there was nothing for the father. This presented a unique and compelling opportunity, especially since being mid-strength XXXX Gold is the perfect beer for a new dad.
Idea
To take full advantage of this opportunity, BMF created the XXXX GOLD Dad's Pack, which they inserted into the Bounty Bags. The Dad's Pack is a humorous celebration of this important moment in a man's life, giving new dads everything they might need, such as earplugs, and a mask and gloves for those difficult nappy moments. The pack also included discount vouchers for some XXXX Gold.
Results
To date, 1,500 new dads of the 36,000 who were given packs have redeemed their vouchers (3.7% response rate) - a fantastic result given the marketplace challenge. Qualitative research groups confirmed that the pack 'hit the nail on the head' with new dads.
Target Audience
New fathers
Size
36,000 packs
Our Thoughts
In Australia, every new Mum gets given a goody bag. Someone at BMF noticed there were no goodies for Dad and the agency set about rectifying the situation. For us this is a great story about segmentation as well as a reminder that great DM isn’t just about who you are talking to but about where you engage with them.