Lion launches second phase of its ‘Beer the Beautiful Truth’ category initiative via BMF
Lion is today launching the second phase of its Beer the Beautiful Truth category initiative with a new campaign via BMF, designed to deliver the facts about beer and bust some of the common myths Australians have about the nation’s most popular alcohol beverage.
Focusing on two key messages, that most of Lion’s owned Australian beers are on average 99.9% sugar free and all are preservative free, the campaign will provide people with the facts so that they can make informed choices about what they are drinking.
The campaign will be supported by radio, digital, outdoor, social media and PR.
Ben Slocombe, marketing director – category and planning for Lion, says that the campaign was inspired by consumer research1 which revealed that seven in ten Australians want to know the sugar content of alcohol drinks, and that the same number also incorrectly believed their beers have preservatives in them.
Says Slocombe: “Beer the Beautiful Truth is a major campaign for Lion that we are committed to for the long-term. We believe that giving people more information about beer is the right thing to do – and it is exactly what Australians are telling us they want.
“People want to know more about what’s in the beer they are drinking, and this campaign is proof of our promise to being transparent about what’s in our beer. We also hope to bust some common myths about beer along the way.
“We hope that by better informing Aussies, they can have a beer with their mates and be better equipped to consume beer in moderation as part of a balanced lifestyle.”
The campaign comes after Lion announced in August that, in an Australian beer industry first, it would be adding nutrition information panels to bottles and cartons across its entire wholly-owned Australian beer portfolio. Subsequently, there will now be millions of bottles of 
beer each year carrying helpful information on sugar, preservative, calorie (kilojoule) and carbohydrate content.
The Beer the Beautiful Truth website – www.beerthebeautifultruth.com – has also launched and is where people can find out even more information about Lion’s beers; including how they’re brewed, ingredients, tasting notes and the individual nutrition information. There is also an interactive quiz for people to find out how much they really know about their favourite beer, and where they can go in the draw to win a luxury beer experience to Tasmania.
Client: Lion
Creative: BMF
BTL: Momentum
Media: Bohemia
PR: Res Publica
Packaging: Energi
Digital: The White Agency
Research: Fifityfive Five
Photographer: Jeremy Hudson
7 Comments
https://www.youtube.com/watch?v=okMN4A6FnA8
Congratulations on making the one thing Australians are unequivocally passionate about seem boring!
So all the beers I like are made by the one brewer – how horribly disappointing. I think I’ll go chase down a craft beer
Since when has drinking beer been a rational choice. If it were, we would never drink it.
Lion have taken all the irreverence & fun out of this category.
No wonder it’s in a tailspin.
Oh yes and great shots by Photographer Jeremy Hudson
They are nice pics. Thumbs up.
‘Low sugar’ is the new ‘low carb’ so from a marketing angle I get the reason for the campaign. It’s just a shame the posters don’t tell you that the huge amount of sugar used in the beer making process (starch, glucose, malt) gets converted into calories in the form of alcohol. About 150 calories per beer in fact. And if you think about it, that’s why sugar is much maligned – because of its huge calorie punch. Don’t hide your negative health effects in a chemical reaction.