Hahn said in a statement the $12 million campaign was launched with a TVC last 27 May, which was complemented by outdoor, digital and in-store and in-venue activity right across Australia.
The beer company said the launch of this new campaign also coincides with the 30-year anniversary of Hahn brand back in 1988.
Dr Chuck Hahn, founder of Hahn Brewing, explained how just like Hahn’s range of beers, the conversations among friends at the pub haven’t changed a whole lot in the last three decades.
“The answers might have changed but the conversation topics that were being had in the 80s wouldn’t be too different from the ones overheard in pubs today. And Hahn hasn’t changed much either, with its beers still brewed for sociability and refreshment, whilst never compromising on taste,” said Hahn.
The campaign is centred on a light-hearted TVC which features the iconic Aussie pub anthems “You’re the Voice” and “The Horses”, and the rollout of the campaign across outdoor and social will keep the banter flowing.
Lion Portfolio marketing manager, Amy Darvill, said the objective of the campaign is to inject a bit of fun back into the beer category, and remind consumers how good it is to get together with their mates and have a laugh over a great tasting beer.
“Hahn is unashamedly a big and popular Australian beer brand, and while busy lives might sometimes get in the way, what’s a bigger or more popular pastime than catching up with
mates for a beer in a pub or over a BBQ? We want this campaign to get this simple pleasure back on everyone’s radar,” said Darvill.
“We also love how we are bringing back our focus on taste – something that has been absolutely core to the Hahn range of beers since it was but a twinkle in Chuck’s eye 30 years ago. It is part of who we are – anyone who enjoys a schooner of Hahn SuperDry will agree – so let’s celebrate it.”
Hahn offers a range of products to suit all different types of social occasions that are all modern, great tasting and have functional benefits. These include:
- Hahn SuperDry: 70% less carbs than regular beer
- Hahn SuperDry 3.5: Only 78 calories per bottle
- Hahn Ultra: Full flavoured, ultra-low alcohol beer at just 0.2 standard drinks
- Hahn Premium Light