Hahn’s new military-esque marketing strategy for City2Surf beer partnership

Hahn has announced its battle plans for the second year of its three-year deal as the exclusive beer of City2Surf, including brand new OOH, digital, social, and in-event activation initiatives.

Hahn Beer advertisement for city2surf

It features the ‘Hahn Army’, a contingent of runners decked in Hahn branded uniforms.

The beer brand has recruited Tommy Little from the Carrie and Tommy show as part of its ongoing SCA partnership to be their general and lead the Hahn Army in the race. Fresh recruits are being enlisted through Little’s on air broadcasts and social activity by being asked to sign up online – with twenty of them winning the chance to join Little running in Hahn uniform.

For those that can’t run on the day, Hahn has developed a digital replica on Strava. It’s offering a special Hahn badge and a chance to win $50 vouchers for Hahn drinks at BWS. Already, over 5,000 men and 1,400 women have made a crack at the 14km run, with some deciding to go above and beyond. The top score so far is 177km.

Throughout the run Hahn have placed OOH messages at key milestones in the start, middle, and end of the race. These serve to align with what the runners will be feeling at the various stages and will give them the bliss of an ice-cold beer to look forward to at the finish line says Chris Allan, head of marketing.

“City2Surf really speaks to Aussies’ love of exercise, mindful choices and great beachside social occasions. We’re excited to be involved and support the legendary runners who join the race and enjoy a cold one with mates following their efforts.

“You can run, walk, jog or dance your way to Bondi Beach, we’ll have you covered to raise a schooner at the end,” he said.

Once the long journey is over, Hahn has eight on-premise activations at pubs across Bondi.

It’s also setting up an ice bath activation in the event village, in the form of ginormous Hahn cans. For those brave enough to take the plunge, they’ll be sent media straight to their phone of their reaction during the experience. They’ll also be given a Hahn robe, hand-warmers, and socks to help them return to a normal body temperature.

Hahn’s campaign runs pre, during, and post the C2S event.


Client: Lion

Creative and earned agency: Thinkerbell

Media: UM

Digital: Affinity

Production: Yakusan


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.