Lion Nathan has unveiled its campaign for its premium low carb brand Hahn Super Dry, entitled ‘In the Spirit of Good Taste’.

The campaign features a TVC developed in partnership with BMF, with more executions to follow.

The tongue-in-cheek television executions use examples of particularly ‘bad taste’ to highlight the ‘great taste’ of Hahn Super Dry.

The campaign is based on the idea that how people define themselves is a constant work in progress: trying different things, clothes, perspectives – and even people – on for size.

“Hahn Super Dry is not only a great tasting beer – it’s a beer of great taste. This campaign calls on all Australians to let go of the things in their life that are no longer appropriate or acceptable and move on… in the spirit of good taste,” says Arno Lenior, Premium category director, Lion Nathan.

Hahn Super Dry is Lion Nathan’s largest premium low carb offering, and according to the company, the ‘In the Spirit of Good Taste’ creative aims to continue the irreverent Hahn brand personality and tone seen in previous campaigns for the trademark – including ‘Keep It Super’ and ‘Love Heart’ for Hahn Super Dry, and the award winning ‘Bean Bomb’ and ‘Spa Bomb’ for Hahn Premium Light.

“Aussies aren’t afraid to call a spade a spade when it comes to taste,
and the new ‘In the Spirit of Good Taste’ campaign shows that the great
taste of Hahn Super Dry gives them another opportunity to do just
that,” asserts Simon Langley, creative director of BMF.