Courtney Act partners with XXXX and Surf Life Saving for budgy smuggler line
Drag icon Courtney Act has teamed up with XXXX and Surf Life Saving Australia to produce a new line of budgy smugglers for summer.
The hiring of Act – real name Shane Jenek – for the campaign marks an evolution in the brand’s marketing, which has historically used athletes to front its messaging.
Lion chief marketing officer Anubha Sahasrabuddhe said it was important for the brand to reflect the times, especially as it approaches its 100-year anniversary
“I think the DNA of the XXXX brand over many years has been the ability to be in step with what Australian humour is,’’ Sahasrabuddhe said.
“And so as that unfolds, as culture evolves, we want to make sure we’re evolving and keeping what is a core fabric of our brand, which is levity and humour. XXXX has always been a really vibrant, important part of communities, whether that be sporting icons or the like.
“We very much want to be part of continuing to shape the best of Australian culture.’’
Act, who is from Queensland, said on Instagram that she thought the match was a perfect fit.
“We’re both proud Queenslanders known for our smooth flavour and body, and for generally being delicious,” she said. “I love the taste of a XXXX Gold, maybe it’s my Queensland DNA? It’s a Queensland icon, just like myself.”
All proceeds from sales of the smuggler line, which are for both “smugglers” and “smugglettes”, will be donated to Surf Life Saving Queensland.