Lion’s New Category Campaign Focuses On The Beautiful Truth About Beer
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 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.
CREDITS
Client: Lion
Creative: BMF
BTL: Momentum
Media: Bohemia
PR: Res Publica
Packaging: Energi
Digital: The White Agency
Research: Fifityfive Five
Latest News
Have A Shot At Your Own Vaccine Ad & Enter B&T’s Good AZ Gold Adland Challenge!
If Kyle Sandilands can make a semi-decent vax ad then it really can't be that hard, can it? Prove B&T wrong here.
Wavemaker Snares L’Oréal’s $70 Million Media Account Away From Carat
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
Outage Leaves Australians Locked Out Of Microsoft Accounts
Outage leaves Aussies locked out of Microsoft accounts. And it's not like Bill's farting about going into space & all.
BrandCrowd Creates Shareable Logo For Government’s ‘Arm Yourself’ Campaign
Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]
$10 Million JobKeeper Boost Sees Lachlan Murdoch’s Nova Reap Financial Rewards
Rupert, Lachlan & co forced to spit their Beluga cavair from laughing so much after fleecing $10 million in JobKeeper.
B&T’s Tokyo Olympics Wrap: Knitting, COVID-19 And Cockroaches!
It's your Olympics madness wrap! Yes, all the oddball action from Tokyo that Bruce McAvaney dare never tells you about.
Google And News Corp To Train 750 Journalists With Digital News Academy
In one of the great ironies, two of the great destroyers of journalism have teamed up to actually support journalism!
Mindshare Melbourne Gobbles Up Jenny Craig’s $8 Million Media
After eight months on Jenny Craig, unfortunately the B&T editor's 'after' photo is so far yet to materialise.
Revolution360 And Seedooh Tech Collaborate To Close Street Poster Verification Gap
OOH media provider Revolution360 has partnered with independent verification platform Seedooh to provide end-to-end transparency for its proprietary planning and data tool 360Intelligence.
“Secretive, Divisive, Undemocratic!” New Campaign Launches Calling For The End Of The Monarchy
If we didn't have the royals, who'd appear on our bank notes? Who'd open our fêtes? Who'd be on New Idea's next cover?
Sunday TV Wrap: Seven Nets More Than Two Million For Olympics
Of all the shocks at this year's games, it would appear the owner of the local pizza shop has won the men's 100 metres.
YouTube Serves Sky News With A One-Week Ban Following COVID-19 Coverage
YouTube serves Sky News with a one-week ban. Meanwhile, Alan has summoned the minions for immediate dictation.
Jodie Oddy Makes Return To Radio, Scoring Nova Show
Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]
The Kyle & Jackie O Show Censors Anti-Vaxxer Pauline Hanson
With Pete Evans lying low, thankfully Pauline's returned to take-up the mantle of nation's favourite nutjob.
Keith Urban To Front Next Cover Of Rolling Stone Australia
Keith stars on latest Rolling Stone cover & confirms he should probably pinch some of Nic's hair shampoo & conditioner.
MTV And iHeartRadio Celebrate Four Decades Of Iconic Music Moments
If Aussie Olympians with a mullet don't prove the 80s are hip again, this retrospective will confirm it's 1987 all over.
Nature Announces String Of New Hires & Promotions
Here's a good news story, if ever we've seen it. Sure, not as good as Emma McKeon, if that's your current expectations.
ARN Ditches ‘Australian Radio Network’ In Official Rebrand
Australian Radio Network officially becomes ARN. However, spare a thought for Australian Radio Services Enterprises.
Why Brands Are Moving Audience Research In-House
Brands are moving audience research in-house. Good news for audience research, bad news for queues to the bathroom.
The Smith Family & Asahi Lifestyle Beverages Launch “The Big Giveback”
B&T more than happy to down a few extra Asahis each day in support of this excellent campaign.
Lizza Gebilagin Announced As New Editor Of Women’s Health, As Jacqui Mooney Departs
Lizza Gebilagin forced to hide Tim Tams in locked filing cabinet drawer after appointment to Women's Health editor role.
Triple M Inks Three-Year Broadcast Deal With Cricket Australia
Triple M broadcasters battling to master Mahendra Singh Dhoni and Rishabh Pant in latest deal with Cricket Australia.
Foxtel Group & Amazon Prime Video Announce Local Deal
There's just so much great content now, why bother to leave the house? Well, that government order aside, why bother?
QUT Business School Launches “Make it Real” Via BCM Group
Why not use lockdown to better yourself with a uni course? Or, you could simply buy a perming wand and kaftan online.
Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]
Sky News Pays Sarah Hanson-Young $40K In Damages
Sarah Hanson-Young now Australia's most prolific serial litigant. And, it has to be said, she's got bloody good lawyers.
Victoria Misses The Mark With “Mean” Border Permit Ads
Queensland now considering adding "and just f@ck off" to its famous tourism tag "beautiful one day, perfect the next".
Optus And Uber Team Up For Mobile Phone Delivery Service
You can now get a phone delivered in an hour! Perfect for the bone idle or coke dealers getting hacked by the fuzz.
Three Ways To Stay Connected To Your Customers In A Virtual World
It's top tips on staying connected to customers during lockdown! Unless you hate them. Then that's a whole other matter.
Parents’ Voice Condemns “Sugary Drinks And Unhealthy Food Marketing” During The Olympics
Parents call out unhealthy food Olympics marketing. No one concerned about crotch grabbing in the Greco-Roman wrestling.
