West End Draught continues with its efforts to redraw the Victoria-South Australia border

South Australian beer West End Draught is continuing with ‘The Reclaim’ campaign, which launched in February last year as an attempt to take back land which ended up Victorian after a mapping error 160 years ago with the second instalment seeing the brand mark a new South Australian/Victorian border.

Created by BMF, in conjunction with Lion, the campaign features two commercials which see the brand “reclaim” the border with a West End pub and a new border being marked, with an invitation to Victorians, “who are really meant to be South Australians”, “to join them in enjoying the best of South Australian lifestyle”.

West End Draught marketing manager Jack Mesley said: “We were taken aback by the enthusiasm behind our launch earlier this year of ‘The Reclaim’ campaign, so we decided to focus our attention on building the campaign story further and helping South Australians claim back what they believe is rightfully South Australia.  As South Australia’s number one beer, we’re looking forward to launching this fun, tongue-in-cheek campaign, to re-mark the border and celebrate what’s great about the South Australian lifestyle.”