Lion launches XXXX Dry beer with ‘Yeah Nice’ brand platform

Lion has launched a new beer, XXXX Dry, targeted at younger drinkers of the XXXX flagship brand, with a campaign developed by FutureDeluxe and Host/Havas.

The Lion marketing team worked with creative studio FutureBrand on the campaign TVC, and with agency Host/Havas to launch XXXX Dry with the brand platform ‘Yeah Nice’.

Host/Havas created the brand strategy and platform, with XXXX Dry being sold as an easy-drinking full strength larger, designed to appeal to the next generation of beer drinkers.

FutureDeluxe developed the ad concept, directed the film and created the design aesthetic for the campaign. The TVC also depicts a range of outdoor activities including surfing, skateboarding, motocross, and scuba diving.

Brand director Amy Darvill said Lion intentionally set out to create work that felt different to iconic XXXX Gold branding.

“XXXX holds a special place in Queenslander’s and Australian’s hearts so we didn’t take lightly the challenge of launching the next beer under this iconic brand,” she said.

“We intentionally set out to create work, which feels strikingly different to anything we’ve put out before under the XXXX brand.

“So it was an exciting process to collaborate with Host/Havas and FutureDeluxe and define that new creative territory.”

The major campaign has now launched, following a soft launch in March with only out of home assets.

FutureDeluxe creative director Adrian Lawrence said Lion put its trust in their creative vision for the branding.

“The reason we exist at FutureDeluxe is to create innovative content which always feels excitingly new and unique.

“This piece was so different to anything the Lion brand team had done before, but their trust in our creative vision, and their confidence to give us the breathing space to push into new creative territories, is what allowed us to craft work which feels altogether new.”

Future Deluxe


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