Brand Tone

Authentic, humorous, and relatable, using a casual, "blokey" vernacular that is direct and unfiltered. This is consciously balanced with an underlying message of positive masculinity.

Brand Values

• •Mateship & Community
• •Authenticity
• •Passion for Sport (NRL)
• •Positive Masculinity
• •Humor & Banter

Best Practices

• •Speak Like a Mate, Not a Marketer: Use Australian slang and a conversational, informal tone, writing as if talking directly to a friend. Avoid corporate jargon and overly polished language.
• •Lead with Passion for the Game: Frame products and content around the fan experience and the love of footy, such as game day, post-match chats, and celebrating the sport.
• •Balance Banter with Value: Ensure humor is present, but also deliver clear value, whether it's a hot topic for a podcast or the quality of a product.
• •Incorporate the "Positive Masculinity" Value Subtly: Use inclusive language and celebrate mateship, loyalty, and mutual support over outdated bravado, building a stronger community.
• •Leverage Community & Exclusivity: Use terms like "legends," "community," and "mates," and create a sense of an inner circle with phrases such as "exclusive access" or "for Bloke Club members only."

Social Perception

Overwhelmingly perceived as a genuine and essential part of the Australian NRL fan experience. It is seen as a highly respected media outlet for insightful analysis, a strong community where the audience feels belonging, and a product brand whose merchandise and beer are extensions of this community identity.

Copy Examples

• •Your New Favourite Tee Has Arrived. You know the one. The go-to you'll wear 'til it's basically see-through. Our new Classic Tee is made from premium cotton, built for Saturday arvos at the pub and Sunday sessions on the couch. No frills, just quality. Grab yours before they’re gone.
• •THIS WEEK: We Sit Down With [Player Name]! Ever wondered what really happens in the sheds at halftime? [Player Name] joins Kempy to spill the beans. We're talking unfiltered stories, the highs, the lows, and a few laughs in between. This is one you don't want to miss. Live now on all platforms.
• •Join The Bloke Club. It's Free. Want exclusive deals, first dibs on new merch, and entry into massive giveaways? Join the Bloke Club. It’s where the legends hang out. No spam, just good value for being part of the community. Sign up in 30 seconds.
• •The Footy's On. The Beers Are Cold. It doesn't get much better than this. Brewed for post-match analysis with your mates, Bloke is a classic, crisp lager that just gets it right. No fancy stuff, just a quality beer. Find a stockist near you and grab a case for the game.
• •For The Love Of The Game. We're more than a podcast. We're a community built on footy, mateship, and calling it how we see it. From expert analysis to the kind of gear you'll actually wear every day, we're here for the fans. Welcome to Bloke in a Bar.