BMF revisits Lionel Richie’s kitsch ‘Hello’ for Tap King promo
Lionel Richie’s kitsch semi-classic hit ‘Hello’ has been resurrected for a campaign by BMF for Lion’s beer brand Tap King, in a campaign that features the crooner delivering the ballad from inside a fridge.
The campaign I supported by cross platform marketing including outdoor, digital and PR.
"Lion is currently pursuing a path of enriching the beer category through innovation and Tap King is borne out of an opportunity we saw to enhance the ritual of drinking beer at home,” said Matt Tapper, Lion's national marketing director.
“Tap King is targeted at men over the age of 30, a group we know appreciate the taste and ritual of draught beer but due to work and family commitments, spend more time relaxing and enjoying a beer at home.
"It was a coup to secure well-known performer Lionel Richie and the creative execution is a perfect introduction to Tap King. The irreverent tone and the surprising creative brings to life the exciting moment when a beer-lover realises he can now enjoy his favourite brew as a quality draught beer at home.
"We're also excited by the fact that Tap King offers more choice for people enjoying our beers at home. It supports our commitment to developing and promoting better quality beer experiences for all beer drinkers.”