March 17 saw the campaign launch for Hahn Ultra Crisp — an innovative new product by the pioneering Australian beer brand Hahn.
Five years in the making, Hahn Ultra Crisp boasts a revolutionary new brewing process using rice to create a cleaner, crisper tasting beer that also happens to be totally gluten free — the first of its kind in the world.
Amy Darvill, brand director, Lion Australia said: “Living an active lifestyle is a massive trend that’s obviously showing no signs of slowing, yet the beer category isn’t currently bringing anything bold or meaningful to the space. In Hahn Ultra Crisp we have developed a highly innovative new product that’s lower carb, 99% sugar free and preservative free as well as being gluten free. But best of all, it tastes just like a great beer should.”
Gerard Smith, marketing director, Lion added: “This isn’t beer as usual, so our communications needed to reflect that. Because of its unique attributes we’ve positioned Hahn Ultra Crisp as a beer with a bold attitude that brings a bit of edge and interest to the category.”
Creative agency Thinkerbell delivered the new campaign “Ultra Good Inside”, which follows the journey of a young guy on his way to a party while his head keeps changing to reveal all the different aspects of the lifestyle he leads.
Ben Couzens, chief creative tinker, Thinkerbell said: “On the outside Hahn Ultra Crisp has a modern, urban feel and attitude to it, while on the inside it’s a great, lower carb, gluten free beer. We’ve created something with an arresting visual style, but also talks to the quality of the beer”.
LA-based director Tomas Mankovsky directed the ad, which subverts many of the more traditional tropes of beer advertising.
Smith said: “We wanted to create a unique visual feel that was darker, edgier and slightly brooding in its execution. Hahn Ultra Crisp brings a sort of punk rock mindset and bold attitude that’s refreshing in a world distracted by beach yoga and quinoa.”
Thinkerbell was appointed to lead the creative work for Hahn Ultra Crisp after a competitive pitch.
Source: Campaign Brief