From Marrickville to the Goldie, politicians seldom say what they mean or keep their promises. So for this year’s GABS Hottest 100 Aussie Craft Beers, Philter Brewing believes it’s time someone told it how it is and gave their constituents exactly what they want.
What is Unphiltered Promises?
The ‘Unphiltered Promises’ satirical 1980’s style ‘election’ campaign from WiredCo. is aimed at driving votes for Philter’s XPA in this year’s GABS Hottest 100 Aussie Craft Beers. By tapping into common niggly issues, Philter Brewing is making promises in seductively unrealistic ways if the brand successfully achieves a top 10 finish for their XPA annual poll.
The social and offline campaign addresses national problems, but focuses on the brand hotspots, talking to issues like cleaning-up the Cooks River if they achieve a top 7 finish.
Commenting on the campaign, WiredCo.’s Managing Partner, David Kennedy-Cosgrove, said, “We know the residents of Marrickville are tired of potholes on their roads. So if you get Philter’s XPA into the GABS Hottest 100 Top 10, they’ll fill them with their sturdy brew. Crazy right? But give Philter a vote and watch them come good on their Unphiltered Promises.”
“It’s GABS election season and the gloves are off. We’re making some Unphiltered Promises to get Aussies voting for Philter’s XPA with our ultimate goal of achieving a Top 10 finish.”
What does the campaign mean for Philter Brewing?
“Our brand has gone from strength-to-strength these last five years, and we’ve doubled our brewery capacity to keep up. Our brand success has been largely organic but we’re entering a new phase of our business and part of this is to achieve a top 10 finish in the high profile GABS Hottest 100 Craft Beers.” said Co-Founder and Partner at Philter Brewing, Mick Neil.
“We picked WiredCo. because they got the brand’s ‘thing’ straight away. We’re a brand that’s a bit 80’s nostalgia with a not-so-serious attitude to match. Unphiltered Promises gives us a chance to show that, and make some difference in the world – even if some of the promises sound a bit crazy!” said Co-Founder and Partner at Philter Brewing, Stef Constantoulas.
To vote for Philter Brewing in GABS Hottest 100 Aussie Craft Beers- click here.