Lion launches XXXX Zero via UM

Lion has revealed its latest alcohol-free product, XXXX Zero, via IPG Mediabrand’s UM.

The new product is Australia’s first carbon neutral alcohol-free beer, with the campaign centering on the importance of looking after the environment.

The campaign is spearheaded by an OOH execution developed by UM to help reduce carbon emissions and create a placement that aligned with the brand’s mission of “Giving a XXXX about tomorrow”.

Aidan O’Brien, UM senior planning manager said working with partners who are committed to sustainable businesses practices fits well with the UM’s vision to help build a better Australia and planning the media for Lion’s “Give a XXXX about tomorrow” campaign was a challenge the team revelled in.

Amy Cummings, UM’s senior integrated planning director, said: “We challenged ourselves to deliver a solution that would work to actually reduce carbon emissions. Big, bold, high visibility OOH was central to the campaign’s success, so we commissioned a mural for XXXX Zero in a high vis, central Brisbane locales painted with paint that actually helps clean the air* not further pollute it.

“Not only are the murals an obvious conversation starter, they demonstrate environmentally sustainable media buying practices in the process,” O’Brien explained.

XXXX brand director, Chris Allan, said: “We’ve taken time to create a product that not only talks to a new generation of discerning drinkers but also gives a XXXX about the environment, as Australia’s first carbon neutral certified alcohol-free beer.”

“We love this creative approach to media planning and buying and can’t wait to see the successful brand impact it has.”

The campaign launched in early May and will run through to early June.


Media: UM
Creative and PR: Thinkerbell
Digital: Akcelo


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