It is the ultimate Aussie beer-lover’s fantasy: a bottle of brew with a woman on the label whose bikini disappears as fast as the drinker can consume its contents.
Three friends in Sydney have taken on the Australian beer market with a unique world first marketing concept for their new beer.
The label is Skinny Blonde, a low-carb beer that is thriving on the current popularity of Australia’s new crop of ‘healthy’ beers.
But there is another reason it is popular: the Skinny Blonde bottle features a 1950s-style pin-up called Daisy whose red bikini disappears as the beer level drops and the bottle warms up, thanks to the modern ink technology used on the labels.
The savvy, apparently world-first, marketing ploy was born three years ago when 34-year-old Hamish Rosser and his mates – actor Richie Harkham, 29, and artist Jarrod Taylor, 33 – decided to act on a “drunken idea that actually worked”.
“We had the idea of a pin-up girl from the get go, we thought everyone uses women in their advertising campaigns so why not put it on a bottle?” Mr Rosser, who is the drummer in the Australian band The Vines said.