Hahn Super Dry: Super In. Super Out.

This case describes how Hahn Super Dry, an Australian beer, repositioned itself around the idea of "pioneering beering" to regain the relevance it had lost from the wane of the low-carb beer craze.

Hahn Super Dry: Super In. Super Out.

Publicis Mojo Sydney

Advertiser: Lion NathanBrand: Hahn Super DryCountry: Australia

Objectives

Australians love their beer. Worth over $8billion it is one of the most dynamic, competitive and cluttered beer markets in the world. There are hundreds of brands vying for market share, with new variants being launched every day. With increasing competition and fragmentation finding a unique positioning to own in the market is key to success.

In the beer category the number one driver of brand choice is the drinkers identity with what the brand stands for....

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