Pinnacle Drinks is expanding awareness of its John Boston private label beer brand with a cheeky new ad campaign.

The campaign includes posters on train station platforms that detail the journey of the man who inspired the beer, supported by digital out-of-home and social.

John Boston landed on Australian shores more than 200 years ago and crafted Australia’s first beer in 1796 using corn, bittered with love-apple stalks. But, when it failed the taste test of local guards in Old Sydney Town, Boston jumped ship to America. Sadly, he never made it, as he was eaten by cannibals somewhere in the South Pacific.

M&C; Saatchi chief creative officer Cam Blackley said the campaign is about celebrating a legend and the quality beer,” he explained.

“John Boston’s story is about as outrageous as it is unknown. We know that he was among the first brewers in Australia and that his original beer was eye-wateringly bad. 

“In fact, we know that the man failed at everything he did except dying in an incredibly interesting way. But he had this quality that is hard not to admire – he got back up and tried again every single time. This campaign is about celebrating a legend and the quality beer that remembers his gumption.”

Rachel Hofman, marketing manager at Pinnacle Drinks, added: “The result is a compelling brand platform which fully embraces John Boston’s cheeky, tell-it-how-it-is tone of voice to share the brand story, delivering visually impactful tailored messages on targeted platforms. The take-out overall is engaging and witty creating talkability.”