Lion looks to push the ‘0.2 Advantage’ in new campaign for low-alcohol Hahn Ultra offering
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
Media: Bohemia
PR: Res Publica
Packaging Design: Barker Gray
Digital: The White Agency
Research: Fifityfive Five
So Lion dump Whybin on Hahn (after about 12 months), put a raft of Agencies through a competitive pitch, appoint Ogilvy on Hahn, then give this tripe to Whybin again.
A fusion of stock photography, catalogue pack shots, no idea and a nonsensical product.
Bravo.
User ID not verified.
I wouldn’t say a nonsensical product. I bought some non-alcoholic beer at the supermarket during Febfast and really quite enjoyed it. Encouraging people to have a low-alcoholic beer option at social events is a pretty responsible position. There is very low awareness of low alcohol beer outside of traditional “light” beer. Yes it’s just stock photography but I imagine they don’t have a massive budget.
User ID not verified.
Better than a softie with Barbie, too.
However, that outcome is not as assured as Hahn Brewing might like Ken to believe as Ultra is closer to 0.233 standard drinks.
Now, for that understatement to be material, Ken would need to consume enough Ultra to make him burp like Jim Carrey in “The Mask”.
Nonetheless, Ultra is closer to 0.25 than 0.2 standard drinks.
I am not suggesting that this understatement is as serious a breach of advertising standards as advertising that would seem to normalise poor personal hygiene: https://mumbrella.com.au/lawyer-complains-carlton-draught-ad-implies-its-unmanly-to-wash-after-urinating-81411.
However, the 0.2 claim being a coefficient of “standard drinks” rather than comparable Hahn products of the volume depicted in the poster is a potential source of confusion.
Fortunately, any confusion is likely to be short-lived among the product’s consumers who are likely to be intelligent and have remained sober save for those attempting to get that way by downing this welcome antidote to intoxication.
Accordingly and on balance, unlike that infamous CAAArlton advertisement, this campaign should lead to more Hahn and wood.
User ID not verified.
As always haters gonna hate. From where i am sitting I see excellent NPD (with real demand for an unmet need). With a functional benefit like this the creative is spot on. In fact – its a pity it does not flow through to the pack – as when buying consumers will be looking for the “0.2” for sure (Perhaps its is clear on 6 packs and cases – but recessive on the bottle for keeping up appearances at BBQs) . Well done
User ID not verified.
‘I’m sure people will enjoy nonalcoholic Duff just as much as regular Duff’ …hahaha, sigh
User ID not verified.
‘In Australia, consumption of low alcohol beer has remained low compared to our international counterparts’…so we’re going to launch a new low alcohol beer.
genius
User ID not verified.
Connect with your mates? Connect? Dear Mr Slocombe, you’re a beer marketer, enter the real world, please. It sounds like you’ve ingested far too much of your no-alc koolaid.
User ID not verified.