Yuk? Hahn Unveils New Low-Carb, Gluten-Free Beer Via Thinkerbell

Yuk? Hahn Unveils New Low-Carb, Gluten-Free Beer Via Thinkerbell

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.”




Please login with linkedin to comment

Ad campaigns Hahn Thinkerbell

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]