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Lion launches alcohol-free XXXX Zero with carbon-reducing media campaign

Lion launches alcohol-free XXXX Zero with carbon-reducing media campaign
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Sydney, Australia – Beverage company Lion has launched a new campaign that revolves around reducing carbon emissions as part of the launch of their new alcohol-free drink XXXX Zero.

Conceptualised alongside agency UM, the OOH execution aims to help reduce carbon emissions and create a placement that aligns with the brand’s mission of “Giving a XXXX about tomorrow”. The mural is supported by street furniture, retail OOH and radio plus a 30 sec time-lapse video of the murals being painted will be amplified through social and PR channels.

Aidan O’Brien, senior planning manager at UM, said that working with partners who are committed to sustainable business practices fits well with the UM’s vision to help build a better Australia and planning the media for Lion’s “Give a XXXX about tomorrow” campaign was a challenge the team revelled in.

“Not only are the murals an obvious conversation starter, they demonstrate environmentally sustainable media buying practices in the process,” he said.

Meanwhile, Amy Cummings, senior integrated planning director at UM, commented, “We challenged ourselves to deliver a solution that would work to actually reduce carbon emissions. Big, bold, high visibility OOH was central to the campaign’s success, so we commissioned a mural for XXXX Zero in a high vis, central Brisbane locales painted with paint that actually helps clean the air* not further pollute it.”

Lastly, Chris Allan, brand director at XXXX Zero, said, “We’ve taken time to create a product that not only talks to a new generation of discerning drinkers but also gives a XXXX about the environment, as Australia’s first carbon neutral certified alcohol-free beer. We love this creative approach to media planning and buying and can’t wait to see the successful brand impact it has.”

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