Launching its zero carb beer.
Brewer Hahn encourages the nation to kick carbs, not beer, for the launch of its zero carb beer, Hahn Ultra Zero Carb, via its agency village.
To front the campaign Hahn enlisted one of Australia’s greatest kickers, Lance ‘Buddy’ Franklin to kick carbs both literally and figuratively. Having retired from professional sport Franklin could empathise with the need for a lower carb lifestyle.
To build intrigue for the upcoming partnership, cryptic OOH posters teased the kick carbs message and footage was leaked to Reddit showing Buddy in what appeared to be a new baking show.
It was later revealed, at a launch event, that Franklin is partnering with Hahn to launch Hahn Ultra Zero Carb - kicking the carbs instead of baking them.
A collaborative and integrated idea from Thinkerbell, brought to life by Lion and the Hahn agency village, the strategic national media plan spans across PR, OOH, social, digital radio.
“We set out to make a memorable campaign to mark the success of Hahn Ultra Zero Carb as an innovation - landing that to live a low carb lifestyle doesn't mean giving up great tasting beer! Buddy is the perfect partner to deliver this - one of Australia's best kickers who literally and figuratively gives carbs the boot with Hahn," Hahn marketing manager Lion Australia said.
Thinkerbell’s executive head thinker Laura Stevenson said the agency aimed to create an integrated idea that in a nutshell would help Hahn land awareness that Ultra equals Zero carbs.
"By leveraging our Measured Magic and partnering with the iconic Buddy Franklin aka one of the best goal kickers of all time, we are able to inspire the social athlete to kick carbs, not beer with Hahn Ultra Zero Carb," she said.
Hahn Ultra Zero Carb is now available nationwide in major liquor retailers. <0.5g carbs per bottle serve.
Credits:
Client: Lion
Creative, Earned: Thinkerbell
Media Agency: UM
Digital Agency: Affinity
Production: Riot
Sound: Otis Studios
