A great tasting beer.
To launch Lion 's XXXX Ultra, Thinkerbell has cooked up a campaign to remind Australians that beer is the only zero carb drink worth giving a XXXX about.
The work brings to life the idea that if you’re after a low carb alternative, that doesn’t mean it can’t be great tasting beer.
XXXX's marketing manager Sam Pulsford said beer has always been at the heart of social gatherings, connecting people across generations.
"As more people become mindful of their lifestyle choices, we see a significant opportunity in the Ultra category," he said.
"With XXXX Ultra Zero Carb beer, we’re making a decision to offer a zero carb option that allows everyone to enjoy the experience without compromise."
Thinkerbell's head tinker Jonny Rands said even Queensland’s finest eastern bearded dragon lizard disapproves of a "low carb vodka soda thingy" after a great day outdoors.
"Because those alternatives don’t measure up to the rich history of beer. Now there’s a beer way to ditch the carbs," he said.
The work is live nationally across digital, social, OOH and radio.
Credits
Client: LION
Agency: Thinkerbell
Media: UM
Shopper: VMLY&R
Digital Agency: Affinity
Director: Matt Eastwood
Production House: Hooves
Post and online: John Holmes
Sound: Rumble
Stills Photographer: Ryan Creevey
Stills Production: Thinkerbell
