A beer or a vodka soda. If you’re watching your carbs, beer hasn’t been the answer. Until now. Thinkerbell has gone to the most unlikely place for a vodka soda, camping, to introduce XXXX Ultra, Lion’s new Ultra zero carb* beer, with the message that it’s the only zero carb* drink worth giving a XXXX about.

Sam Pulsford, marketing manager for XXXX, commented, “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.”

Jonny Rands, head tinker at Thinkerbell, added, “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.”

The work is running Australia-wide across digital, social, OOH and radio.

* <0.5g of carbs per bottle serve / <0.1g carbs per 100mL on tap.

Credits
Client: LION
Agency: Thinkerbell
Media: UM
Shopper Agency: VMLY&R
Digital Agency: Affinity 
Director: Matt Eastwood
Production Company: Hooves
Post & Online: John Holmes 
Sound: Rumble 
Stills Photographer: Ryan Creevey