Talkback: Putting the roar back into Lion

Thank goodness those puerile blokes who leered their way through pottery class, book group and the tennis club are to be consigned to Lion Red advertising history.

In their ads' own words: "Cheers, Lion Red." Now, how about bringing on some advertising creative that's a bit cleverer and a bit more engaging?

Lion Nathan has been doing some marketing soul-searching and one of the results is a new ad agency, Publicis Mojo, running its trophy mainstream beer accounts.

Agencies love doing beer and Mojo's arrival at the party is an opportunity for fresh creative thinking, particularly for Lion Red.

As Lion and Mojo point out, Red is a huge brand with a substantial following.

The trouble is that over the years it has been mucked around with so much it doesn't know whether it's Arthur or Martha. And that inconsistency drives drinkers away.

The TV ads over the years have been a real mixed bag.

Remember the brilliant tub-thumping "Red-blooded, blood brothers and we've all got different mothers" anthem?

Then there was the more serious but less sticky "What it means to be a man" campaign.

Then the creatively brilliant but polarising Chin Heads.

Then "Red-blooded" came back - this time in the guise of some country larrikins having a big night on the town.

In 2003, we even had the farce of ads pitched at a "younger, more contemporary" drinker which was shot but never aired because Lion had last-minute jitters about their appropriateness.

And, most latterly, we've endured the above-mentioned dorks who've offered us tips on how to impress the boss in the corporate box.

Speaking to the Business Herald, Mojo boss Graeme Wills tried hard to be diplomatic about what he was inheriting. But after containing himself for two seconds he declared the present campaign made the Red drinker come across as an Auckland dickhead and vowed to present the brand "in a more inspirational way".

Here's hoping.

Lion stablemate Speight's is a classic example of what can be achieved through a sustained and consistent message. Who would have believed 10 years ago that a beer drunk by, and promoted by, Southland men of the land, could grab a huge slice of the Auckland market?

It seems to have taken a major slide in market share to prompt Lion Nathan to review its whole marketing direction and, with it, its advertising focus.

Rival DB has been eroding Lion's position, in part by looking away from the TV screen. Their enduring "Yeah right" Tui billboard has achieved the ultimate in advertising success: becoming part of Kiwi culture (not to mention a coffee table book).

"Yeah right" has been backed by inspirational TV ads: most recently Davina and Brucetta infiltrating the women-only Mangatainoka brewery.

Again, who would have dreamed 10 years ago they'd be supping a provincial ale enjoyed by Manawatu farmhands in the Big Smoke.

Lion Nathan says it realises there's more to beer advertising than TV commercials and, with Mojo media partner Optimedia now on board, they have an agency with experience in successfully diversifying their media spend on the other side of the Tasman.

Clever billboards, promotions, internet campaigns and point-of-sale material aside, there's still nothing like a powerful TV ad to anchor a brand.

The Tui and Speight's case studies prove Lion Red can be saved. Let's see what Mojo can do to make it roar.