Silver Effies Winner – The 0.2 Advantage
Silver Effies Winner – The 0.2 Advantage
Before low-alcohol beer was ‘heaps normal’ in Australia, we launched Hahn Ultra with a campaign that challenged the Lite beer convention.
By introducing a new beer to market with a great taste but next to zero alcohol (just 0.2 standard drinks), Hahn Ultra empowered social drinkers to enjoy a great night out and partake in social occasions while maintaining clarity and control.
While lite beers tried to compete on taste we based our campaign on the benefit of THE 0.2 ADVANTAGE, it turned our weak alcohol content of just 0.9% or just 0.2 standard drinks into our greatest strength and wrote unapologetic headlines like "Tastes like a Friday on a Monday" and “Never say cheers with a lemon squash” to position the new Hahn Ultra beer as a game-changer for the social occasion - not a compromise.
The print campaign appeared in the CBD and at Pop Up Activations in places and moments when people didn’t expect to enjoy a beer, Hahn Ultra was served within offices foyers at lunchtime and shopping centres, which sparked plenty of media chatter and turned consideration into conversion.
Going against the Lite Beer convention
Our 0.2 Advantage Campaign Exceeded Expectations
To showcase our unique selling point, we created unforgettable sampling experiences that brought our 0.2% beer directly to consumers. From office foyers to shopping malls, we engaged customers at unexpected times, offering them free samples and vouchers to encourage in-store purchases.
"Our efforts paid off: 6010 samples were distributed, surpassing our KPI by 133.5%. The media caught on, generating 67 positive press articles. Sales soared 43% above target, and we achieved a massive 75% market share of ultra-low alcohol beers, growing the category by 480%.
Most importantly, we brought Aussies together for a cold one. This campaign was a resounding success, culminating in a Silver Effie award. It's a testament to the belief and dedication of our entire team, from our supportive client to our hardworking samplers on the ground.