To launch XXXX Ultra, the new Ultra zero carb* beer within the Lion portfolio, the latest campaign reminds Aussies that beer is the only Zero Carb* drink worth giving a XXXX about.
Thinkerbell’s newest work brings to life the idea that if you’re after a low-carb alternative, that doesn’t mean it can’t be great-tasting beer.
Sam Pulsford, marketing manager for XXXX, said, “Beer has always been at the heart of social gatherings, connecting people across generations. As more people become mindful of their lifestyle choices, we see a significant opportunity in the Ultra category. With XXXX Ultra Zero Carb* beer, we’re making a decision to offer a zero carb option that allows everyone to enjoy the experience without compromise!”
Jonny Rands, head tinker at Thinkerbell says, “Fancy a low carb vodka soda thingy after a great day outdoors Even Queensland’s finest eastern bearded dragon lizard disapproves. Because those alternatives don’t measure up to the rich history of beer. Now there’s a beer way to ditch the carbs.”
The work is now live nationally across digital, social, OOH and radio. XXXX Ultra Zero Carb is now available nationwide in major liquor retailers.
In August, Bupa launched its latest campaign also with Thinkerbell, building on the health insurer‘s role as the Official Healthcare Partner of the Australian Paralympic Team to demonstrate a commitment to inclusive and accessible healthcare that extends beyond the games.
Featuring Bupa Ambassadors and Australian Paralympians Ben Popham OAM, Curtis McGrath OAM, and Shae Graham, the work aims to address this pattern by shifting attention from Paris to life beyond the games, back home in Australia.
See also: Bupa unveils ‘beyond the games’ Paralympics campaign via Thinkerbell
Credits:
Client: LION
Agency: Thinkerbell
Media: UM
Shopper: VMLY&R
Digital Agency: Affinity
Director: Matt Eastwood
Production House: Hooves
Post and online: John Holmes
Sound: Rumble
Stills Photographer: Ryan Creevey
Stills Production: Thinkerbell