In its first foray in limited edition packaging linked to a thematic campaign, Lion-owned craft-beer brand Little Creatures is using packaging as a platform to celebrate its partnership with Mardi Gras and Sydney WorldPride 2023.
The national rollout of the limited-edition range sees several of the Little Creatures products in revamped packaging, sporting vibrant, pastel colours and illustrations in homage to the Mardi Gras celebrations. Packaging and print suppliers include Visy (cans), Labelmakers (bottle labels), Westrock (clusters) and Orora (bottles).
Design studio Interweave executed the brief, which was to use Little Creatures’ product to celebrate and communicate its partnership with WorldPride and Sydney Gay and Lesbian Mardi Gras (SGLMG).
Ed Jamison, head of marketing – Craft told Food & Drink Business stablemate PKN, “We wanted Interweave to find a creative way to celebrate pride without just simply using the rainbow flag, and bring the brand to life in line with Little Creatures' brand positioning as fun and playful.”
Jamison said the designs drew on WorldPride creative for inspiration for the colour selection and illustrations.
“We also worked with SGLMG to incorporate an interpretation of their infinity hearts into the design as you can see with the two hearts that sit behind the cherub,” Jamison said.
This is the first time that Little Creatures has ever done thematic campaign packaging, according to Jamison.
“Our product is our number one brand touchpoint for consumers, so being able to hold this special packaging in their hands is a great way for us to integrate, celebrate and communicate our partnership with WorldPride and SGLMG,” he said
“Little Creatures is proud to partner with the LGBTQIA+ pride festival to celebrate queer joy, diversity and inclusion. Our partnership with the festival is a symbol of our ongoing commitment to supporting rainbow communities, and to celebrating Aussie pride culture.”
Little Creatures is returning for its second year as the official beer partner of the 2023 Sydney Gay and Lesbian Mardi Gras and WorldPride for the first time.
As part of its sponsorship, Little Creatures will be present at an extraordinary array of free and ticketed events throughout the 17-day festival, including Sydney Mardi Gras favourites like Mardi Gras Fair Day, Mardi Gras Parade, plus the Bondi Beach Party and many more.
Little Creatures has also partnered with two of Australia’s most talented LGBTQIA+ artists, Jacq Moon and Emma Rowland, to create ‘glowed up’ welcome signs in and around the harbour city.
Lion’s ongoing work with the LGBTQIA+ community also includes a partnership with Bobby Goldsmith Foundation via its special release beer Brooklyn Brewery Stonewall IPA, which raises money for Australia’s longest-running HIV charity.
The limited-edition products are available at bottle shops nationwide.
