Buddy Franklin kicks off Hahn’s ‘Kick Carbs Not Beer’ campaign, via Thinkerbell
Australian brewer Hahn is calling for people to “kick carbs, not beer” in a new campaign for the launch of Hahn Ultra Zero Carb – its new zero carb beer.
Developed in collaboration with Thinkerbell, Hahn’s agency village and Lion, the ‘Kick Carbs Not Beer’ campaign places AFL legend Lance ‘Buddy’ Franklin centre stage in a 30-second film that sees the retired athlete kick a ball of carbs.
Prior to the above, the campaign used footage of Franklin on a baking show and out-of-home (OOH) posters to build suspense around the partnership.
“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!” enthused Sammy Russo, Lion Australia’s marketing manager for Hahn.
“Buddy is the perfect partner to deliver this – one of Australia’s best kickers who literally and figuratively gives carbs the boot with Hahn.”
Laura Stevenson, executive head thinker at Thinkerbell, added: “We 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 finished.
While the beer is available at major liquor retailers around the country, the campaign will play across social, OOH, digital radio, and PR.
The latest creative work between Thinkerbell and Lion is another notch in both organisations’ collaborative belt, particularly for Hahn products. Together, they both launched an expansion of the beer brand’s ‘How Good’ platform in June of this year, and have a working relationship that goes as far back as 2019 thanks to the ‘Ultra Good Inside’ campaign.
Credits:
Client: Lion
Creative, Earned: Thinkerbell
Media Agency: UM
Digital Agency: Affinity
Production: Riot
Sound: Otis Studios
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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