Leading Australian beer, Hahn, unveils a new brand platform this week; ‘Hahn – Now You’re Talking,’ positioning itself as the beer that celebrates conversations between mates over a beer, across the country.
Developed by Ogilvy Sydney, the new platform is backed by a $12million integrated campaign called ‘Beer Banter,’ which also launches this week. To start the conversation rolling, a new TVC will elevate one great pub discussion - What is the most epic pub anthem ever? – to epic proportions. Other elements including OOH, PR, social and digital will also roll out over the coming weeks.
Ogilvy Sydney ECD, Derek Green, said the launch of the new campaign coincides with the 30-year anniversary of the launch of the Hahn brand back in 1988.
“There’s nothing more Aussie men love than a bit of banter over a beer with their mates discussing all of life’s big, and not so big issues,” he said. “So the ‘Beer Banter’ campaign, across all its executions, takes a good look at these conversations and the connections they have always had, and will continue to have with a beer like Hahn.”
Green said in addition to the TVC and supporting elements, hundreds of ‘conversation starters’ featuring provocative questions will be seen under Hahn bottle caps and on pub coasters as part of an amplification in conjunction with Geometry Global. “These questions will get pub conversation flowing as freely as the beer,” he explained. “From ‘Who is the greatest ever action hero?’ to ‘The fast bowler you’d least like to face?’ and even ‘You’re a pro-wrestler. Your theme music is?’ Hahn invites all these conversations to take place over an icy cold beer.”
Lion Portfolio Marketing Manager, Amy Darvill, said the objective of the campaign is to inject a bit of fun back into the beer category, and remind consumers how good it is to get together with their mates and have a laugh over a great tasting beer.
“Hahn is unashamedly a big and popular Australian beer brand, and while busy lives might sometimes get in the way, what’s a bigger or more popular pastime than catching up with mates for a beer in a pub or over a BBQ? We want this campaign to get this simple pleasure back on everyone’s radar,” she said
“We also love how we are bringing back our focus on taste – something that has been absolutely core to the Hahn range of beers since it was but a twinkle in Chuck Hahn’s eye 30 years ago. It is part of who we are - anyone who enjoys a schooner of Hahn SuperDry will agree - so let’s celebrate it.”
The TVC can be viewed here: