Hahn: MAN BRAND

Credits & Description:

Category: Best Use of Television

Advertiser: LION NATHAN AUSTRALIA

Product/Service: HAHN SUPER DRY BEER

Agency: SAATCHI & SAATCHI AUSTRALIA

Date of First Appearance: Nov 8 2009 12:00AM

Entrant Company: SAATCHI & SAATCHI AUSTRALIA, Sydney, AUSTRALIA

Executive Creative Director: Steve Back (Saatchi & Saatchi)

Creative Director: Dave Bowman (Saatchi & Saatchi)

Copywriter: Steve May (Saatchi & Saatchi)

Copywriter: Iggy Rodriguez (Saatchi & Saatchi)

Art Director: Eron Broughton (Saatchi & Saatchi)

Art Director: Justin Carew (Saatchi & Saatchi)

Account Director: Chris Yong (Saatchi & Saatchi)

Account Manager: Ali Klujin (Saatchi & Saatchi)

Producer: Georgina Wilson (Revolver Film)

Director: Simon McQuoid (Revolver Film)

Director of Photography: John Sealre

Editor: Bernard Garry (The Editors)

Post Production: (EFILM)

Producer - print: Jeremy De Villiers (Saatchi & Saatchi)

Media placement: TV idents - Pay TV - 08/11/2009

Media placement: TV idents - Fox Sports - 08/11/2009



Results and Effectiveness

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%.



Creative 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.



Insights, Strategy & the Idea

The objectives were to make Hahn Super Dry the number one choice for men when it comes to selecting premium beer. Our target audience was your Aussie male who enjoys a premium beer for its great taste but also for what it represents when it’s in his hand. The insight was based on ‘betterment’. Men’s desire to be one-up on one another. This is exactly what Hahn Super Dry wanted to be within the premium beer market – one-up on all the other brands.