Lion’s New Category Campaign Focuses On The Beautiful Truth About Beer

Lion’s New Category Campaign Focuses On The Beautiful Truth About Beer
SHARE
THIS



Lion has launched the second phase of its Beer the Beautiful Truth category initiative with a new campaign designed to deliver the facts about beer and bust some of the common myths Australians have about the nation’s most popular alcohol beverage.

Focusing on two key messages, that most of Lion’s owned Australian beers are on average 99.9 per cent sugar free and all are preservative free, the campaign will provide people with the facts so that they can make informed choices about what they are drinking.

The campaign will be supported by radio, digital, outdoor, social media and PR.

Ben Slocombe, marketing director – category and planning for Lion, said the campaign was inspired by consumer research, which revealed that seven in ten Australians want to know the sugar content of alcohol drinks, and that the same number also incorrectly believed their beers have preservatives in them.

beer three copy

“Beer the Beautiful Truth is a major campaign for Lion that we are committed to for the long-term. We believe that giving people more information about beer is the right thing to do – and it is exactly what Australians are telling us they want.

“People want to know more about what’s in the beer they are drinking, and this campaign is proof of our promise to being transparent about what’s in our beer. We also hope to bust some common myths about beer along the way.

“We hope that by better informing Aussies, they can have a beer with their mates and be better equipped to consume beer in moderation as part of a balanced lifestyle,” said Slocombe.

The campaign comes after Lion announced in August that, in an Australian beer industry first, it would be adding nutrition information panels to bottles and cartons across its entire wholly-owned Australian beer portfolio. Subsequently, there will now be millions of bottles of beer each year carrying helpful information on sugar, preservative, calorie (kilojoule) and carbohydrate content.

beer copy

 

CREDITS

Client: Lion

Creative: BMF

BTL: Momentum

Media: Bohemia

PR: Res Publica

Packaging: Energi

Digital: The White Agency

Research: Fifityfive Five

 

Please login with linkedin to comment

Cloak & Dagger TGIF

Latest News

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp
  • Advertising

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp

Ikon Communications strategist and account planner Vince Usher has been named Top Dog at Miami Ad School’s 2018 Account Planning course. Usher, who worked in teams throughout the course, also won three ‘Best Campaign’ awards for his work on live briefs by craft beer client 4 Pines, Tourism Australia and Ford. His team partner on […]

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne
  • Advertising
  • Campaigns

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne

Drummond Golf has launched its first brand campaign via J. Walter Thompson Melbourne.  The campaign speaks to golf lovers of all ages and skill levels about the benefits and frustrations of the game. Reinforcing that no-one understands and loves the game quite like Drummond Golf. Drummond Golf marketing director Ravi Abeyaratne said: “Our business and franchisees were […]

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman
  • Marketing
  • Media

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman

Brands have been advised to sharpen their plans for podcasts in the media mix, as audiences and creativity continue to explode in Australia and abroad. Speaking at Mamamia’s Podcasts Unplugged event in Sydney last Wednesday, chief creative officer Mia Freedman said not every brand needs a podcast, “but every brand does need a podcast strategy”. “We’ve […]

Clems Sydney Unveils Festive Spot For HP
  • Campaigns

Clems Sydney Unveils Festive Spot For HP

Get set to get all festivey with this fun Christmas spot. Or, alternatively, get drunk on eggnog. We don't mind.

by B&T Magazine

B&T Magazine
Content Agency Storyation Grows In New Zealand
  • Media

Content Agency Storyation Grows In New Zealand

Award-winning content agency Storyation has grown its presence in the New Zealand market appointing Amanda Clarke (main photo) as partnerships manager. Co-founded by former Metro magazine editor Lauren Quaintance, the Australian-based agency has been working with Tourism New Zealand’s Premium and PR teams for more than four years. Based in Auckland, Clarke spent nearly a […]