Radvertising – James Boag

Here’s some more radvertising from local Tasmanian beer brand James Boag. Watch it, then I’ll tell you why it is radvertising:

Sure, it’s very entertaining, even funny. But as I’ve said many times before this isn’t why is ‘radvertising’, it’s because the creative idea is inextricably linked to the product…

  • Brand Heritage evident in the visuals and story
  • The core idea of ‘special water’ relates strongly to the brand and it’s Point of Difference
  • It’s conversation worthy, which means it’ll spread digitally, like it is right here on startup blog
  • And yes, it’s a joy to watch

The only negative, if there is one, is the potential for it to do a ‘category job’ for all beers Tasmanian, but that is inherent in their proposition and difficult to avoid.

The lessons for startups trying to create ‘radvertising’ is simple, make sure your ‘creative idea’ is linked the actual product.



  1. Agree with all you say about the Boags ad; great work.

    somebody’s taken it one stage further with the intriguing question of ‘what would you get if you put a bottle of Boags in the magic water of Tasmania? Cheeky….

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