Hahn Premium Light - turning the tables on the most aggressive of competitors

Hahn Premium Light (HPL) was launched in 1998 and took only 22 months to achieve segment leadership. By 2003, however, three new light beer brands (Cascade Premium Light, Sterling and Boags Premium Light) had been introduced.

Hahn Premium Light – turning the tables on the most aggressive of competitors

EXECUTIVE SUMMARY

Hahn Premium Light (HPL) was launched in 1998 and took only 22 months to achieve segment leadership over Fosters Light Ice (FLI). The story of this achievement is recorded in Effective Advertising 6.

Having won one AFA Advertising Effectiveness Award Golden Pinnacle in 2001, the reader might reasonably ask the question as to why, four years later, was HPL entered again?

The answer is quite simply: same brand, completely different story.

The first was about the success of a launch and the achievement of leadership....

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