Thinkerbell has revealed its first work for new Lion beer brand Hahn Super Crisp, a lower carb, gluten free beer.
Five years in the making, Ultra Crisp is developed using a new brewing process that uses rice to create a gluten free beer option, which Lion claims to be a "world first".
The new campaign “Ultra Good Inside” follows the journey of a young guy on his way to a party while his head keeps changing to reveal all the different aspects of the lifestyle he leads, including a boxing glove, TV and football.
Lion and Thinkerbell created the ad with the intention of avoiding the 'traditional' tropes featured in beer ads, which often rely heavily on sport and 'blokeish' behaviour.
“This isn’t beer as usual, so our communications needed to reflect that. Because of its unique attributes we’ve positioned Hahn Ultra Crisp as a beer with a bold attitude that brings a bit of edge and interest to the category," Lion marketing director Gerard Smith says.
“We wanted to create a unique visual feel that was darker, edgier and slightly brooding in its execution. Hahn Ultra Crisp brings a sort of punk rock mindset and bold attitude that’s refreshing in a world distracted by beach yoga and quinoa.”
Thinkerbell was appointed to lead the creative work for Hahn Ultra Crisp after a competitive pitch.
Lion Australia brand director Amy Darvill said the trend toward active living wasn't slowing down and the beer category was suffering, as it failed to bring anything "bold or meaningful" into the space.
The Ultra Good Inside campaign is the second major platform to come out of Hahn in the past 12 months, as the brand looks to combat the decline in "casual drinking".
Last year, Hahn Super Dry launched the $12 million 'ahh, now you're talking' campaign, which Darvill previously told AdNews was about tackling a lack or presence in market.
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