Australian brewer Hahn has introduced a zero carb beer, Hahn Ultra Zero Carb, and launched a campaign titled 'Kick Carbs Not Beer'. The campaign was crafted by Thinkerbell and brought to life by Lion and the Hahn agency village.

The creative features retired Australian sportsman Lance ‘Buddy’ Franklin, who is depicted kicking carbs both literally and figuratively. The campaign was teased with cryptic OOH posters and leaked footage on Reddit, which was later revealed to be part of the Hahn Ultra Zero Carb launch. The national media plan for the campaign includes PR, OOH, social, and digital radio.

"We set out to make a memorable campaign to mark the success of Hahn Ultra Zero Carb* as an innovation - landing that to live a low carb lifestyle doesn't mean giving up great tasting beer. Buddy is the perfect partner to deliver this - one of Australia's best kickers who literally and figuratively gives carbs the boot with Hahn." said Sammy Russo, Hahn Marketing Manager - Lion Australia.

Laura Stevenson, Thinkerbell’s Executive Head Thinker, added, "We aimed to create an integrated idea that in a nutshell would help Hahn land awareness that Ultra equals Zero carbs. By leveraging our Measured Magic and partnering with the iconic Buddy Franklin aka one of the best goal kickers of all time, we are able to inspire the social athlete to kick carbs, not beer with Hahn Ultra Zero Carb."

Hahn Ultra Zero Carb is now available nationwide in major liquor retailers. Established in 1987, Hahn is known for its range of beers including Hahn Ultra Low Carb, Premium Light, SuperDry Low Carb, SuperDry Mid-Strength, and SuperDry Gluten Free.

The campaign is supported by digital agency, Affinity and media agency, UM.

Lion, the company behind Hahn, is a leading beverage company based in Sydney, Australia.