— The Client

CBCo is one of Australia’s leading craft breweries. Initially founded in 2009, CBCo has built a strong brand presence, and after recent investment and growth, CBCo is now poised to become one of the top 5 independent brewers in Australia via a national rollout.

  • Lifestyle
  • Content Marketing
  • Public Relations

— The Situation

In line with their national rollout, CBCo had multiple new partnerships, new product launches and other key event requirements leading up to summer 2019. CBCo partnered with GPM to create mass brand awareness during this critical time to ensure their brand was making noise on multiple platforms.

GPM was appointed to manage campaign creation, PR & content marketing for both CBCo and Bertie Cider.


— The Solution

Focusing on the CBCo brand initially and acknowledging the strong bond between CBCo and their loyal fans, Greenpoint created a campaign that leveraged the unique ring pull of the CBCo cans and connected them with actual brand advocates to develop the #ripthelidoff summer campaign – a UGC competition which engaged directly with their audience through social media and called them to action to win a year of beer!

This saw the campaign reach far and wide beyond existing followers by incentivising them to create and share their own #ripthelidoff moments.

— What did we deliver?


End-to-end content and campaign management including competition launch, during and wrap up video production, social media content and community management, influencer marketing, as well as competition winner fulfilment. Check out the winner’s announcement video below!

— Rip The Lid Off Campaign Results:

Content Marketing Black

180k Estimated Impressions

Influencer Black

110+ Competition Entries


2.8k Total Engagements Generated


— Summary

With lid rippers vying for their chance to win a year of free beer, the stakes were high, and the beers in large supply.

We’re proud to have generated hundreds of entries and a massive amount of campaign exposure online for CBCo as they aim to dominate the craft beer space Australia Wide.

Client: CBCo
Website: CBCo

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iPantry by Jolly Miller Group

iPantry by Jolly Miller Group