B&T’s certain there’s a market for it somewhere, with the announcement that Hahn has unveiled a new low-carb, gluten-free beer called Ultra Crisp.
Creative agency Thinkerbell delivered the new campaign “Ultra Good Inside”, which follows the journey of a young guy on his way to a party while his head keeps changing to reveal all the different aspects of the lifestyle he leads.
Five years in the making, Hahn Ultra Crisp boasts a revolutionary new brewing process using rice to create a cleaner, crisper tasting beer that also happens to be totally gluten free — the first of its kind in the world.
“Living an active lifestyle is a massive trend that’s obviously showing no signs of slowing, yet the beer category isn’t currently bringing anything bold or meaningful to the space,” said Amy Darvill, brand director at Lion Australia.
“In Hahn Ultra Crisp we have developed a highly innovative new product that’s lower carb, 99per cent sugar-free and preservative free as well as being gluten free. But best of all, it tastes just like a great beer should.”
Gerard Smith, Lion marketing director said: “This isn’t beer as usual, so our communications needed to reflect that. Because of its unique attributes we’ve positioned Hahn Ultra Crisp as a beer with a bold attitude that brings a bit of edge and interest to the category.”
Commenting on the work, Thinkerbell’s chief creative thinker Ben Couzens added: “On the outside Hahn Ultra Crisp has a modern, urban feel and attitude to it, while on the inside it’s a great, lower carb, gluten free beer.
“We’ve created something with an arresting visual style, but also talks to the quality of the beer”.
LA-based director Tomas Mankovsky directed the ad, which subverts many of the more traditional tropes of beer advertising.
Smith added, “We wanted to create a unique visual feel that was darker, edgier and slightly brooding in its execution. Hahn Ultra Crisp brings a sort of punk rock mindset and bold attitude that’s refreshing in a world distracted by beach yoga and quinoa.”