A bearded dragon and Thinkerbell help XXXX launch new zero carb beer
Lion has released a new zero carb beer, with a creative campaign developed by Thinkerbell to support its launch.
The beverage organisation’s latest XXXX product is named ‘XXXX Ultra Zero Carb’ – a healthier drink that doesn’t compromise on its integrity as a beer.
Thinkerbell’s creative work for the product is helmed by a 30-second film that sees a group of friends camping in the bush. After one of the campers prepares “a low carb vodka soda”, he’s met with the judgmental stares of his companions and an eastern bearded dragon lizard, before he’s saved from the awkwardness by his friends passing him a bottle of the zero carb beer.
“Fancy a low carb vodka soda thingy after a great day outdoors?” asked Thinkerbell’s head tinker, Jonny Rands.
“Even Queensland’s finest eastern bearded dragon lizard disapproves. Because those alternatives don’t measure up to the rich history of beer. Now there’s a beer way to ditch the carbs.”
XXXX’s marketing manager, Sam Pulsford, described the beer as “a significant opportunity … [for] the Ultra category”, allowing customers to enjoy a beer without the guilt.
“Beer has always been at the heart of social gatherings, connecting people across generations. As more people become mindful of their lifestyle choices, we see a significant opportunity in the Ultra category,” Pulsford explained.
“With XXXX Ultra Zero Carb beer, we’re making a decision to offer a zero carb option that allows everyone to enjoy the experience without compromise.”
Lion’s XXXX Ultra Zero Carb is readily available in major alcohol retailers across Australia. Its campaign is playing across radio, social, digital and out-of-home channels nationwide.
Credits
Client: LION
Agency: Thinkerbell
Media: UM
Shopper: VMLY&R
Digital Agency: Affinity
Director: Matt Eastwood
Production House: Hooves
Post and online: John Holmes
Sound: Rumble
Stills photographer: Ryan Creevey
Stills Production: Thinkerbell
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