Cannes Lions

HAHN SUPER DRY BEER

SAATCHI & SAATCHI AUSTRALIA, Sydney / LION CORPORATION / 2010

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Overview

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Credits

Overview

Description

If you’re a man, then you run one of the most important brands on the planet; your ‘man brand’. Sadly, some man brands aren’t premium. Why? Because many men still don’t realise that things like how you dance, who you sleep with, how much aftershave you pour on – it all affects your man brand. At Hahn Super Dry we felt it was our duty to help man brands stay premium in all aspects of their life.This commercial shows a man at fancy party who eats an canapé without realising it’s an oyster, that he actually hates. We hear the dilemma inside his head as he decides whether spitting it out in front of the sophisticated crowd will affect his man brand.

Execution

The creative solution was to build a campaign based on Hahn Super Dry informing Australian men that they run one of the most important brands in the world – themselves. Their ‘man brand’. It’s an idea that worked over many mediums. As part of this, we created a finely tuned 'man brand meter' to help men keep their man brands in check while watching TV. Tailored idents were produced to make comments on programmes men should or should not be watching. In other words, the 'man brand meter' told them whether or not a show was good or bad for their man brand.

Outcome

Many men all over Australia finally realised that they actually do have a brand that needs care and attention to stay premium.

And as a result:- Hahn Super Dry grew 40% in the last year.- Hahn Super Dry is now the 2nd biggest selling low-carb beer in Australia.- Hahn Super Dry is the 3rd biggest growing beer brand in the total Australian beer market.- Gap between the market leader and Hahn Super Dry has reduced.We have secured the #1 position in certain states.Men crying while watching Oprah, down 100%.

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