Hahn Ultra Launch

This case study shows how Hahn, a beer manufacturer, launched an ultra-low alcohol beer which had to define a role for itself and the ultra-low alcohol category amid declining beer sales in Australia.

Campaign details

Agency: TBWA Sydney \ IntegerAdvertiser: HahnCategory: C – Beverages – Alcoholic & Non Alcoholic

Executive Summary

Launch a beer with virtually no alcohol.

A challenge so great it was immortalized in pop culture by the Simpsons with the launch and subsequent failure of Duff Zero. If it couldn't succeed in the world of fantasy what hope did we have in the real world?

This is the story of the launch of Hahn Ultra. An ultra-low alcohol beer that had to simultaneously define a role for itself and the ultra-low alcohol category, amid declining...

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