Lion banishes blokes and banter in Hahn Ultra Crisp beer campaign

Hahn Beer has launched a campaign for its rice-based ‘Ultra Crisp’ beer with an advert that banishes the ‘four Bs’ of beer marketing, according to parent company Lion.

“We were looking for something new, interesting and different,” Amy Darvill, Lion’s brand director, told Mumbrella. “No typical beer ad with four blokes sitting around a bar or barbecue. The four Bs – blokes, banter, bars and barbecues – were banished from our brief.”

The “Ultra Good Inside” campaign, created by Thinkerbell who won the account following a competitive pitch, 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. 

Ben Couzens, chief creative thinker at Thinkerbell, said: “On the outside Hahn Ultra Crisp has a modern, urban feel and attitude to it, while on the inside it’s a great, lower carb, gluten free beer.

 “We’ve created something with an arresting visual style, but also talks to the quality of the beer.

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.” 

The beer uses a brewing process involving rice to create a gluten free and low-carb beer with Darvill explaining: “The origins of the beer came out of Australians thinking about their wellbeing and looking for healthier options like cutting down carbs, sugar, and increasingly, gluten free.

“We had to find a way to challenge the market which had existing options that had high prices or compromised taste,” Darvill said.

“Living an active lifestyle is a massive trend that’s obviously showing no signs of slowing, yet the beer category isn’t currently bringing anything bold or meaningful to the space.”

Gerard Smith, Lion marketing director, added: “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.” 


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.