Goose Island: Bring Flavour to Bland

To launch Goose Island's full-flavoured IPA, Taboo found the least flavourful town in Australia - The Shire of Bland. Together with the Shire council, Taboo seeded out a video featuring the Shire's actual GM, calling on Australia to bring flavour to Bland. The film went viral and was picked up by nearly every major media outlet in the country. The Prime Minister even saw it and donated his personal curry recipe along with $1m in drought relief funding. Goose Island then 'stepped in' and threw the town a Flavour Festival, announcing that flavour had finally hit Bland.

RESULTS
40 Million impressions
Media value of 2.5M
Grew awareness +5.5% vs Q1 2018.