Man millinery

The 2012’s Melbourne Cup Carnival becomes a fashion statement for beer loving men with the launch of James Boag's Draught Fascinators campaign.

Boag's Fascinators Melbourne Cup 2012Pulled from the pure waters of Tasmania, each piece of man millinery has been transformed from flowery femininity into monuments to male awesomeness.

Running in free commuter newspaper in Melbourne, the newspaper ad invites men to visit the James Boag’s Draught Escape bar at the Hill Square at Flemington throughout the Melbourne Cup Carnival to have access to a collection of fascinators.

The campaign is ran on TV, outdoor, press and radio, as well as a Facebook application which lets men browse the collection and pick their favourite fascinator look before they hit the track.

Check out our Creative Benchmarking research into the Alcohol category, which shows how consumers engage with and act on newspaper advertising.


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