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Dad’s Pack

Lion Nathan Australia

Issue 2 | July 2008

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.

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