XXXX launches new ‘ZERO CARBS*. 100% BEER.’ campaign for XXXX Ultra via Thinkerbell
To launch XXXX Ultra, the new Ultra zero carb* beer within the Lion portfolio, the latest campaign via Thinkerbell reminds Aussies that beer is the only Zero Carb* drink worth giving a XXXX about.
The work brings to life the idea that if you’re after a low carb alternative, that doesn’t mean it can’t be great tasting beer. XXXX Ultra Zero Carb* is delicious, zero carbs* and 100% beer.
Says Sam Pulsford, marketing manager for XXXX: “Beer has always been at the heart of social gatherings, connecting people across generations. As more people become mindful of their lifestyle choices, we see a significant opportunity in the Ultra category. With XXXX Ultra Zero Carb* beer, we’re making a decision to offer a zero carb option that allows everyone to enjoy the experience without compromise.”
Says Jonny Rands, head tinker at Thinkerbell: “Fancy a low carb vodka soda thingy after a great day outdoors? Even Queensland’s finest eastern bearded dragon lizard disapproves. Because those alternatives don’t measure up to the rich history of beer. Now there’s a beer way to ditch the carbs.”
Janet, The Eastern Bearded Dragon lizard hissed: “Thank XXXX for that.”
The work is now live nationally across digital, social, OOH and radio. XXXX Ultra Zero Carb is now available nationwide in major liquor retailers.
* <0.5g of carbs per bottle serve / <0.1g carbs per 100mL on tap.
Client: LION
Agency: Thinkerbell
Media: UM
Shopper: VMLY&R
Digital Agency: Affinity
Director: Matt Eastwood
Production House: Hooves
Post and online: John Holmes
Sound: Rumble
Stills Photographer: Ryan Creevey
Stills Production: Thinkerbell
12 Comments
So which one is supposed to make you hallucinate? The vodka soda or the beer?
As far as low carb beer ads go – this one is great
Don’t drink a fancy martini when you’re camping mate
How many times are they going to use the four letter swear word gag?
https://campaignbrief.com/hahn-encourages-aussies-to-kick-carbs-not-beer-in-hahn-ultra-zero-carb-campaign-via-thinkerbell/
at least they’ve tried to do something.
missed opportunity
is how you do it.
lets make the thinker version of canadian club
If you need fun stuff in Aus right now Hooves seems to be the place to go. Lovely work Matt
I wouldn’t give a xxxx about the film
But I would for posters
Thank XXXX for that should be the platform.
Rather than focusing on the new product, they’ve used this ad to take a clip at Canadian Club? All the while reinforcing the link between beer and camping, a space that XXXX are, and historically, have been getting smashed by Great Northern.
Once again, Swing and a Miss.