BADJAR Ogilvy: Cascade unleashes a new tiger
12 November, 2007
The Tasmanian Tiger has made a come back as the hero of a new “film noir” style television commercial, “The Natural Order”.
The “Natural Order” campaign moves the Cascade brand into totally new territory - for the first time, the Tassie Tiger is taken from the lush, green Tasmanian wilderness and into dark, city back streets. The TVC spearheads Cascade’s new through-the-line marketing campaign and the investment represents the brand’s biggest to date. The aim is to refresh Cascade and in doing so, cement its position in the highly competitive but lucrative premium beer segment.
The “Natural Order” TVC is based on the idea of an urban jungle where your personality defines who you are. You could be a Foxy Lady, a Greedy Pig or the Urban Tiger, the brand’s hero. The fast paced action moves from a poker room to a bordello via dark alley ways and our hero must outsmart and out run other members of the urban jungle. A team of 100 worked tirelessly to bring the new look Urban Tiger to life and a collection of shady characters.
“Whilst drinkers have long recognised the Cascade range of beers for their superb quality and heritage, we needed to take the next step and engage not only their minds but their hearts by bringing the Tiger to life with loads of personality and in an engaging way. This campaign certainly does that – it’s totally different to anything we have ever produced before for the brand,” stated Ben Summons, Group Marketing Manager Premium Beer.
The TVC, created by the team at BADJAR Ogilvy, took 5 months to produce and utilised a range of specialist talents from Director of Photography, Academy Award winner John Seale, to a poker expert, to mask makers to “cutting-edge” computer special effects.
“From an execution point of view, The Natural Order was fantastically challenging. We wanted to give Cascade’s icon, the Tasmanian Tiger, a personality. Bring him to life in a gritty urban setting.” said Michael Knox, Creative Director, BADJAR Ogilvy.
A team of six sculptors worked around the clock to create the 18 masks that were used for the background characters in the jazz club scene. The DigiPost team in New Zealand remained glued to their computer screens as they used computer generated imagery (CGI) to bring the Tasmanian Tiger and the leading members of the Urban Jungle to life.
“There was careful attention to every detail, from the very beginning at the casting stages the actors were selected on their likeness to the different animals, right though to post-production where human bodies were melded with animal heads through CGI to develop the convincing life-like cast. The final result speaks for itself and it’s a credit to all involved,” continued Knox.
The “Natural Order” campaign includes national TV advertising, outdoor (NSW, VIC, QLD, SA, WA & TAS – which includes rock posters), national cinema advertising, airport activity (Qantas Sydney terminal only) and an online campaign. Also supported in store through an extensive point of sale program.
The Cascade range, headlined by Cascade Premium Lager and Cascade Premium Light, also now sports sleek new contemporary packaging. The move will ensure that Cascade remains a beer of choice in the highly competitive Australian premium beer segment, which continues to perform strongly with year on year value growth in excess of 10%.* Cascade Premium remains a popular choice with the increasingly discerning Australian beer drinker and is ranked sixth (based on volume) in the hotly contested premium beer segment.*
Source: Fosters Group Calculation based in part on data reported by Nielsen through its ScanTrack Liquor Service for the Beer Category, Premium Domestic Beer Segment and Premium Beer Segment (both Fosters Group Defined) for the MAT period ending 30th
September 2007 for the Australian off premise liquor market. Copyright © 2007, The Nielsen Company. **Source: Fosters Group Calculation based in part on data reported by Nielsen through its ScanTrack Liquor Service for the Beer Category. Copyright © 2007, The Nielsen Company.