Ordinary be damned for James Squire

April 22, 2022
By Ioni Doherty

Lion has unveiled a new brand platform Ordinary be Damned for James Squire as part of its latest integrated campaign. The new platform marks the first ‘masterbrand’ campaign for the James Squire portfolio and is a central part of the brand’s relaunch.

Portfolio Director Malcolm Eadie say that the campaign represents a significant and exciting new chapter for James Squire.

Ordinary Be Damned is inspired by the extraordinary life of the brand’s namesake, the legendary James Squire: convict, maverick, pioneer and entrepreneur, who established his own brewery. We know this campaign will resonate deeply with consumers and strengthen the appeal of James Squire to more people,” said Mr Eadie.

Lion has successfully expanded the James Squire portfolio in recent years, introducing James Squire Broken Shackles Lager, Ginger Beer and Zero beverages, alongside hero variant One Fifty Lashes.

Mr Eadie said the campaign aimed to further cement James Squire brand’s relevance to more consumers in the beer category.

“We’re aiming to make the James Squire masterbrand better known to, and chosen by, more beer drinkers to help fuel the premiumisation of the beer category,” he said.

The integrated campaign will be supported via national TV, radio, cinema, outdoor, digital and social channels.

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