Beer brand Hahn is on a mission to uncover Australia’s most epic pub anthem in a $12m integrated national campaign called Beer Banter.
The campaign, which launches the brand’s new positioning, ‘Hahn – Now You’re Talking,’ aims to position the brand as a champion of conversations between mates over a beer.
The ads see groups of people singing iconic Australian songs including John Farnham’s ‘You’re The Voice’ and Daryl Braithwaite’s ‘Horses’ before cutting to a pub discussion between three mates.
Amy Darvill, portfolio marketing manager at Lion, said the campaign aimed to inject fun into the category.
“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 campaign, which coincides with the brand’s launch 30 years ago, will run across TV, OOH, PR, social and digital channels. It will also be supported by coasters and bottle caps which will feature ‘conversation starters’ such as
‘Who is the greatest ever action hero?’ or ‘The fast bowler you’d least like to face?’ in a bid to encourage banter. The campaign was created by Ogilvy Sydney, with amplification elements by Geometry Global.
Derek Green, ECD, Ogilvy Sydney, said, “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. 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.”