Lion has launched a wide-scale campaign around Hahn – in recognition of the significance of a beer and a yarn, and in celebration of its 30th anniversary.
This week the ‘Hahn – Now You’re Talking’ advertising platform will begin across Australia, backed by $12 million of ‘beer banter’ messages on TV, billboards, digital and social media.
The first is a new TVC (see below) posing a classic pub discussion: What is the most epic pub anthem ever?
It continues the ‘big’ beer ad tradition in Australia, with a cast of hundreds and cacophony of bagpipes.
Supporting the TVC will be a variety of promotional ‘conversation starters’ found under Hahn bottle caps and on pub coasters, intended to get conversation “flowing”. In line with the Anthem postulation are others such as ‘Who is the greatest ever action hero?’ and ‘The fast bowler you’d least like to face’.
Hahn began back in 1988, the inspiration of doyen to the Australian beer industry, Chuck Hahn, and has grown to become one of Lion’s premier labels.