Now there's no need to say cheers with a lemon squash.
Lion is launching a campaign for its new low alcohol beer, Hahn Ultra, with the tagline ‘The 0.2 Advantage'.
Created by the team at Integer, the creative focuses on the alcohol content of Hahn Ultra, being just 0.2 standard drinks.
Lion marketing director, Ben Slocombe, says: “To us, the 0.2 Advantage is that consumers no longer need to compromise, either on the time they’re able to connect with their mates over an ice-cold beer or what they want to achieve tomorrow.
“In Australia, consumption of low alcohol beer has remained low compared to our international counterparts and understanding of its benefits have been limited. We hope that with the launch and campaign we will begin to see the dial shift and awareness increase, particularly given how popular mid-strength beers are locally,” says Slocombe.
The campaign is scheduled to run from March until the end of July and will be supported by digital, social, PR and a sampling campaign.
Credits
Client: Lion
Creative and BTL: Integer
Media: Bohemia
