Lion Nathan promotes XXXX spin-off in bid to reintroduce brand to younger drinkers


Lion Nathan will this weekend launch an extensive outdoor ad campaign to support the national roll out of XXXX Summer Bright, which is designed to rehabilitate the XXXX brand with younger drinkers.  

The full strength, low carb lager launched in QLD and Northern NSW in September 2009 and according to AC Nielsen data is already the biggest low carb beer in the QLD market with $43 million in retail sales.

Jon Bradshaw, Lion Nathan’s brand director, said: “Low carb is still one of the fastest growing segments in the beer market and when you couple that with the strength of the XXXX trademark it’s not hard to see why the initial launch in QLD was so well received. We’ve been really happy with the feedback we’ve had from our broader customer base across the country and national distribution has exceeded our expectations.”

Part of the strategy behind the drink is to attempt to reintroduce the XXXX to the 18-29 year old market.

Bradshaw said: “XXXX Summer Bright Lager has brought new consumers into the trademark and contemporised its image. We’re now seeing pick up from younger white collar drinkers, as well as the traditional drinkers of our mainstream beers.

“During new product development our first priority is to find a proposition that will stack up on its own and be a compelling offer for our customers and consumers. However we also look beyond this, at how that new product can play a role in regenerating our trademarks.”

The outdoor campaign – developed by BMF with media planning from Zenith Optimedia – will run in capital cities and regional centres across the country. Momentum Worldwide is also involved, with experiential activity focusing around the XXXX Summer Bright Lager Kombi – a mobile DJ booth appearign at events mainly in NSW and QLD.


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