Hahn Superdry, James Boag and James Squire pitch creative
Lion Co has put major beer brands James Boag, Hahn Superdry and James Squire creative accounts up for pitch, Mumbrella can reveal.
A Lion Co spokesperson confirmed the pitch, saying: “We are currently undertaking a review of creative agencies for the James Boag’s, Hahn and James Squire trademarks.
“We are operating in an increasingly competitive market and it’s important that we have truly innovative marketing that engages our drinkers across all touch points. So we think it’s a good time to review our creative approach, and a pitch process is currently underway.”
It follows Hahn appointing Whybin\TBWA in July last year, with the account moving from Publicis Mojo. The agency worked on a 30 second ad that features two men in the pub who question how the beer can be both ‘dry’ and ‘wet’. Whybin\TBWA is not involved in the pitch.
Publicis Mojo currently handles James Boag and James Squire, but it is unclear if the agency is participating in the pitch process.
Whybin’s work for Hahn:
https://www.youtube.com/watch?v=Hm7VlQLgIBo
Mojo’s work for Hahn included the Super In, Super Out spot which picked up a Cannes Lions gold in film in 2012, and a campaign that featured staff using hidden cameras to do market research into what beer drinkers want.
In August, Hahn launched Hahn Jumpstart which aimed to give entrepreneurs the chance to bring their ideas to life through a program that will reward the most innovative blueprint with a $20,000 windfall.
Publicis Mojo’s work for Hahn:
https://www.youtube.com/watch?v=SiqGWIgQRAc
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Let’s all be honest here, both PM’s and Whybin’s work was pretty shit.
Two blokes standing at the bar discussing a beer being wet and dry? I mean, come on. How long did that take to workshop? 30 minutes? Bill the client a fortune? Take the rest of the week off?
Mojo’s ‘Super In, Super Out’ was awesome. Epic, even. And then Whybin offer up two blokes at a bar?
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You can thank research for that. According to research – the super in idea didn’t work.
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They never used to let research make all the calls. But, I suppose the more nervous clients get, the less inclined they are to take any risks at all. If you make no decisions, you can’t get in as much trouble as you do if one tiny one goes wrong.
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Super In, Super Out was awesome. BTW Steve that was PM work too.
1 million hits the first weekend it went up. You can’t buy that sort of exposure. No matter what the research says.
Lion need to cop the blame for the crap TBWA work, after all, they signed it off.
Putting it up again now just shows how fickle they are.
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Let research write your ads, and you get what you deserve.
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How hard to Lion make it sell beer?
Mind you that stuff for XXXX Gold is just awful, shouldn’t that be up for pitch too?
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