Australian beer Hahn launches new ‘How Good’ brand campaign via Thinkerbell
Leading brewer Lion has revealed its first brand campaign for a number of years for the innovative Australian beer, Hahn, via Thinkerbell. The campaign also coincides with a major packaging refresh for the brand.
The new platform shines a light on Hahn’s long standing credentials; Great Taste, Low Carb, How Good.
Says Ed Jamison, brand director: “We’ve worked with our agency partners to refresh the Hahn brand. The work will connect with Australian drinkers increasingly keen to find more mindful beverage choices, without compromising on great taste. Our campaign taps into several ‘win-win’ moments; Hahn, a beer which is both low-carb, yet doesn’t compromise on taste whatsoever.”
Australian consumers are continuing to seek out information and beverage choices that meet their lifestyle needs. The current Hahn range offers mid-strength, gluten-free and light options, with Hahn Superdry as a popular Australian staple of low-carb and low-calorie beer drinking.
The campaign is supported by multi-channel national media running across TV, radio, outdoor and digital channels as well as future sponsorships and partnerships including with City 2 Surf which will further reinforce the brand’s positioning.
PLAY THE FIRST SPOT
PLAY THE SECOND SPOT
Client: Lion
Creative Agency and PR: Thinkerbell
Media Agency: UM
Digital Agency: Affinity
Production Company: Revolver
Edit and Post Production: The Editors
Music and Sound: Rumble
21 Comments
I very much love the line “How good”. It takes something from the social vernacular and associates it with an inherently social product: beer. Unfortunately, I don’t feel I can say “how good” to their execution. “How mediocre” might be more appropriate. I hope there’s a next iteration in this campaign and they knock it out of the park!
There we go.
Another average Aussie beer ad.
I like ‘how good’ too. And the omission of any question mark strengthens it. But this execution is ungood.
It’s just nothing
Not very
I like this, it made me laugh and I’m a runner as well as a beer drinker.
I disagree with the Mediocre comment.
It’s been executed with some style and not the usual extra cheese fiesta we get from most Beer ads in this country.
Different and good for the category.
Do you get a discount on talent fees when the lead actors face is unrecognisable due to motion blur for most of the ad?
Get a faster internet connection.
I love how much clutching at straws to find things wrong with work goes on here. It’s laughable! If the worst thing you can find wrong is the sky isn’t blue enough you know the spot is good.
Also shows how many negative comments on here come from people that either pitched on the job and didn’t win it or have a personal issue with the agency or client.
This is a well written and produced piece of work for a stale category.
The campaign line definitely has legs.
I gotta say this is pretty fresh. Nice work.
I don’t hate it. Insight is strong, feels like picked that up and explained it. Shame to see Lion radically reduce production budgets as feels like one frame and shot on iPhone. Even the sky looks like a dark cloud is being cast. Beer needs sunshine. Spend some dollars Lion behind this once great brand.
Gorilla the best. Cliche diversity push not so.
Similar to Micheolob ultra. I remember days when Hahn did epic ads. Distant memories. As for that gastly green bottle, where is man cans
Like the line, and love the fact it’s a proper ad from Thinkerbell. The spot itself doesn’t do much for me. But neither does the beer.
How good
It is the Scott Morrison of beers.
Are you guys gonna share the online?
Nicely played. Pretty sophisticated and pulled back compared to most beer trope ads you see on Aussie TV. Well done.
https://www.snotr.com/video/54/Hahn_beer_commercial
Wake me up when (if?) Lion manage to make a good ad ever again.
I love this. And the guy!
I’m still waiting for the funny bit….
Seriously has Lion ever made a decent beer ad?
this is hopeless
Am I missing something? I’m just so confused, the tag line works but what’s it got to do with the fun run? Are they going for the health angle? Or trying to be ‘humorous’? What are they trying to say links the product and creative?
Furphy aside, Lion haven’t produced anything decent for years. CUB must be loving this.