Lion is flagging how people who don’t want to get drunk on a night out can still enjoy several of its new Hahn Ultra low-alcohol beers in its new campaign ‘The 0.2 Advantage’.
Slogans including ‘Better than a softie at the barbie’, ‘Full flavoured beer’, Never say cheers with a lemon squash’ and ‘Tastes like Friday on a Monday’ will appear on outdoor, print and digital ads for the new brand.
Whybin\TBWA’s shopper marketing agency Integer is behind the new print campaign, which will run from now until July.
Ben Slocombe, marketing director for Lion, said: “To us, the 0.2 Advantage is that consumers no longer need to compromise, either on the time they’re able to connect with their mates over an ice-
cold beer or what they want to achieve tomorrow. There’s no need to say cheers with a lemon squash anymore.”
According to Lion the low/no alcohol beer sector has grown by 34% in the past five years.
“In Australia, consumption of low alcohol beer has remained low compared to our international counterparts and understanding of its benefits have been limited. We hope that with the launch and campaign we will begin to see the dial shift and awareness increase, particularly given how popular mid-strength beers are locally,” said Slocombe.
“We believe Hahn Ultra is going to bring new interest into the low alcohol category. We are offering more choice to people who are looking to moderate their alcohol consumption, but still want to connect socially and enjoy a great-tasting beer.”
The beer is 0.9% ABV, a fifth of a full-strength Super Dry.
Social, PR and a sampling will also be used for the campaign.
Creative and BTL: Integer
PR: Res Publica
Packaging Design: Barker Gray
Digital: The White Agency
Research: Fifityfive Five