Lion unveils Australia’s first alcoholic seltzer in new ‘Drink Different’ campaign via Paper Moose

Quincy, a new alcoholic seltzer by Lion, has launched into market via a campaign by Paper Moose. As Australia’s first alcoholic seltzer it rides the wave of the category’s remarkable international success – launching locally with an Australian twist.

Says Tracey Maynard-Davis, senior brand manager at Lion: “Because the lower sugar, lower carb product is such a disruptive counter to the drinks available today, we wanted the brand to have a slightly subversive and quirky side while also maintaining a distinct air of Australian sophistication.”

Shot by Australian fashion photographer Bec Lorrimer the launch campaign encourages Australians to “Drink Different” this summer with an array of social media friendly 6” spots, radio and OOH that collides the fun of high fashion with the classic Australian backyard.

The campaign is the first piece of work by Paper Moose for Lion and represents expansion into a completely new category for the brewer.

Says Maynard-Davis: “At launch we wanted to express Quincy’s unique tone and sense of humour while demonstrating the brand’s premium appeal.

“We wanted an agency that would not only deeply understand Quincy’s DNA, but also be able to seamlessly connect with it culturally and creatively. Paper Moose’s agility and originality was a huge asset in creating this work.”

Says Nick Hunter, CEO, Paper Moose: “Being invited by Lion to help launch a new brand in a new category was an exciting proposition. Having all capabilities in-house gave us the creative control to make a unique campaign; owning the everyday afternoon occasion, but twisting it into something fun and uniquely Australian.”

The independent agency continues to expand its advertising offering and has found success producing through-the-line campaigns in-house.

Client: Lion Co Australia
Head of Creative Strategy: Kyle Hugall

Creative Agency: Paper Moose
Executive Creative Director: Nick Hunter
Head of Art: Reese Geronimo
Art Directors: Divya Abe, Georgia Shillington
Creative: Kate Holdsworth
Strategist: Eddie Bennett
Account Director: Carl Tindall
Producer: Maren Smith
Production Manager: Nicole Hofstädter
Production Coordinator: Jon Buchan
Director/Photographer: Bec Lorrimer
Product Photographer: Ben Cole
Stylist: Hannah Cooper
DOP: Dale Bremner
Production Designer: Aaron Crothers
Editor: Oliver Trauth-Goik
Colourist: Jamie Hediger
Sound Designer: Pete Doggart
Post-Production Manager: Rob Hughes

Media Agency: UM