Lion launches XXXX Zero via UM’s carbon-reducing emission media campaign


Lion, in partnership with media agency UM, has placed looking after the environment front and centre of a new media campaign to launch XXXX Zero, Lion’s newest alcohol-free product, and Australia’s first carbon neutral alcohol-free beer.


With a clear brief to launch XXXX Zero in Queensland and build awareness of the brand’s sustainability proposition, UM planned an OOH execution to help reduce carbon emissions and create a placement that aligned with the brand’s mission of “Giving a XXXX about tomorrow”.

Says 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.

Says Amy Cummings, senior integrated planning director, UM: “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.”

The mural is supported by street furniture, retail OOH and radio plus a 30 sec time-lapse video of the murals being painted will be amplified through social and PR channels.

Says Chris Allan, brand director, XXXX: “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 early May and will run through early June.

Media: UM
Creative and PR: Thinkerbell
Digital: Akcelo

Lion launches XXXX Zero via UM’s carbon-reducing emission media campaign