Lion has launched a new campaign for its zero carb beer, XXXX Ultra, reminding Australians that beer is the only zero carb drink worth "giving a XXXX about".

Created in partnership with Thinkerbell, the campaign features a humorous take on the low-carb trend, with executions across digital, social, OOH and radio platforms.

Marketing Manager for XXXX, Sam Pulsford, said: "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. 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!" he said.

Head Tinker at Thinkerbell, Jonny Rands, said: "Fancy a low carb vodka soda thingy after a great day outdoors? 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," he said.

XXXX Ultra Zero Carb is now available nationwide in major liquor retailers.