Hahn ditches 'Pioneering Beering' in first Whybins work

Hahn ditches 'Pioneering Beering' in first Whybins work

Lion Co has launched its first advert by new agency Whybin\TBWA for the Hahn Super Dry range, moving away from the “Pioneering Beering” tagline.

Whybins were handed the account in July signaling an end to Publicis Mojo’s work on the brand, and the first outing from the agency sees a brand credentials ad explaining why the beer is different to others. The spot is called "That Super Dry Taste".

Tanya Marler, brand director, Lion, told B&T the new campaign is aimed at educating drinkers about the brewing process, and said: “The Pioneering Beering campaign for Hahn has achieved some positive results for the brand, and the focus is now on communicating a clear product-centric message.”

The ad sees two men in a pub wondering how the beer can be so dry, yet wet? The camera then follows the flow of the beer down the tap and back to the brewery, where a “brewer” explains the beer tastes as it does because it’s brewed for slightly longer than most beers.

Mojo’s work for the brand included the Super In, Super Out spot which won gold in Film at last year’s Cannes Lions festival, with more recent campaigns including experiments to get served faster, and avoid round dodgers.

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The pub experiments ad:


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