LION NATHAN UNVEILS MARKETING CAMPAIGN FOR NATURAL BEER PROMISE VIA MOJO

Lion Nathan today revealed details of a new marketing campaign to support the Natural Beer Promise initiative. A series of TVCs, developed in partnership with Publicis Mojo Sydney, will launch on free to air TV this Sunday night, raising awareness of the recently launched platform and encouraging drinkers to seek a natural choice in beer.

The Natural Beer Promise, a brewer-led initiative which launched in late September, offers drinkers a range of mainstream beers* naturally brewed using only five natural ingredients (water, malted barley, yeast, cane sugar and hops) and free from artificial additives and preservatives. 

The executions focus on Natural Man, a larger than life character who is ‘at one’ with nature, yet displays very little self awareness.  We meet Natural Man in a series of comedic and ironic scenarios, where the consumer learns that while the character has very little clue about many things, there are some things in nature he respects and just won’t compromise on. 

According to Margaret Zabel, National Marketing Director, Lion Nathan, the Natural Man character was created in order to bring the idea of a ‘natural’ choice in beer to life, while gaining and maintaining the attention of traditional beer drinkers used to seeing quite innovative and irreverent branded campaigns. 

“We’ve seen a global trend where consumers are becoming more conscious of what they put into their bodies and are looking for ‘natural’ choices across a range of product categories. Beer is no exception,” said Margaret. 

“Our research indicated that while mainstream Aussie drinkers would opt for naturally brewed beer, it was very important that the quality, taste and brand personality of their favourite brands didn’t change. As a result, tone and humour were integral to communicating the message effectively.”

Says Micah Walker, Creative Director Publicis Mojo Sydney: “So many ‘natural’ messages take themselves so seriously and remove the fun from things. We really wanted to be able to make the Natural Beer Promise work differently; something that blokes could appreciate, without making them feel like all of a sudden the manly stuff about beer was left behind.”

The TVCs direct consumers to the Natural Beer Promise website developed by Holler Sydney www.naturalbeer.com.au, which contains information about the ingredients in beer, the brewing process and the brewing criteria used in Lion Nathan’s Natural Beer Promise beers. 

Three executions will be used in the free to air TVC campaign, with a range of exclusive online-only spots to be released virally over the coming days.  The campaign will also be supported by pay TV, word of mouth, PR, events and outdoor media throughout summer.   

Early next year, Lion Nathan will begin specific branded communications to further support the Natural Beer Promise. 

* Beers brewed in compliance with the Natural Beer Promise include: XXXX GOLD – the largest mid-strength brand and second largest beer brand in Australia; Tooheys NEW – the third largest brand nationally; West End Draught – South Australia’s number 1 brew; XXXX BITTER; Tooheys OLD; Swan Draught.

Agency: Publicis Mojo, Sydney

Agency: Holler Sydney