Lion unveils launch campaign for XXXX DRY via Host/Havas Sydney and FutureDeluxe


Lion has unleashed a beer campaign with a difference, with a TVC created by FutureDeluxe building on a brand strategy and platform developed by Host/Havas Sydney for the launch of XXXX Dry.


The Lion marketing team worked in close partnership with creative agency Host/Havas and creative studio FutureDeluxe to launch the new variant under its iconic XXXX masterbrand in its home base of Queensland.

Host/Havas created the brand strategy and platform for the new offering – an easy drinking full strength lager designed to appeal to the next generation of beer drinkers. Future Deluxe partnered to develop the ad concept, direct the film and craft the unique design aesthetic for the campaign.

Like historic XXXX flagship brand XXXX GOLD, the XXXX DRY brand personality is about living the good life, but tailored for a younger generation. The strategy, which focuses on embracing the energy and attitude of up and coming beer drinkers, is encapsulated by brand platform, ‘Yeah Nice’.

Says Amy Darvill, brand director, Lion: “XXXX holds a special place in Queenslander’s and Australian’s hearts so we didn’t take lightly the challenge of launching the next beer under this iconic brand. We intentionally set out to create work, which feels strikingly different to anything we’ve put out before under the XXXX brand. So it was an exciting process to collaborate with Host/Havas and FutureDeluxe and define that new creative territory”

Says Adrian Lawrence, creative director, FutureDeluxe: “The reason we exist at FutureDeluxe is to create innovative content which always feels excitingly new and unique. This piece was so different to anything the Lion brand team had done before, but their trust in our creative vision, and their confidence to give us the breathing space to push into new creative territories, is what allowed us to craft work which feels altogether new”

The major campaign launched recently. It follows a soft launch in March with an OOH campaign.

Future Deluxe