Hahn encourages Aussies to ‘Kick Carbs, Not Beer’ in Hahn Ultra Zero Carb campaign via Thinkerbell
In its latest integrated project Hahn, the Aussie brewer, is encouraging the nation to kick carbs, not beer, for the launch of its zero carb beer Hahn Ultra Zero* Carb via its agency village with creative led by Thinkerbell.
To front the campaign Hahn enlisted one of Australia’s greatest kickers, Lance ‘Buddy’ Franklin to kick carbs both literally and figuratively. Having retired from professional sport Buddy could empathise with the need for a lower carb lifestyle.
To build intrigue for the upcoming partnership, cryptic OOH posters teased the kick carbs message and footage was leaked to Reddit showing Buddy in what appeared to be a new baking show. It was later revealed, at a launch event, that Buddy is partnering with Hahn to launch Hahn Ultra Zero Carb* – kicking the carbs instead of baking them.
A truly collaborative and integrated idea from Thinkerbell, brought to life by Lion and the Hahn agency village, the strategic national media plan spans across PR, OOH, social, digital radio.
Says Sammy Russo, marketing manager – Hahn, Lion Australia: “We set out to make a memorable campaign to mark the success of Hahn Ultra Zero Carb* as an innovation – landing that to live a low carb lifestyle doesn’t mean giving up great tasting beer! Buddy is the perfect partner to deliver this – one of Australia’s best kickers who literally and figuratively gives carbs the boot with Hahn.”
Says Laura Stevenson, executive head thinker, Thinkerbell: “We aimed to create an integrated idea that in a nutshell would help Hahn land awareness that Ultra equals Zero* carbs. By leveraging our Measured Magic and partnering with the iconic Buddy Franklin aka one of the best goal kickers of all time, we are able to inspire the social athlete to kick carbs, not beer with Hahn Ultra Zero Carb*.”
Hahn Ultra Zero Carb is now available nationwide in major liquor retailers.
*<0.5g carbs per bottle serve.
Client: Lion
Creative, Earned: Thinkerbell
Media Agency: UM
Digital Agency: Affinity
Production: Riot
Sound: Otis Studios
8 Comments
you’re telling me hahn has been beer this whole time?
Kick Carbs.
Get an original idea
The line is Kick Carbs.
(‘Kick’ as is to give up)
Then Buddy Franklin kicks the carbs
(‘Kick’ as in strike or propel with the foot)
That’s top shelf creative.
Well done all.
Hahn. Not Beer.
Did AI write this? Art direct it? And PR it?
…is how you do carbs.
That’s the second time I’ve fallen for that this week!!