Campaign Spotlight

Lion launches alcohol-free drink, XXXX Zero, with carbon-reducing emission campaign by UM

SYDNEY, AUSTRALIA — Beverage company Lion, in partnership with media agency UM, has placed looking after the environment front and center of a new media campaign to launch XXXX Zero, Lion’s newest alcohol-free product and Australia’s first carbon-neutral alcohol-free beer. The campaign launched in early May and will run through early June.

With a clear brief to launch XXXX Zero in Queensland, UM planned an OOH execution to help reduce carbon emissions and create a placement that aligned with the brand’s mission of “Giving a XXXX about tomorrow.”


Aidan O’Brien, UM senior planning manager 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 reveled in.

“Not only are the murals an obvious conversation starter, they demonstrate environmentally sustainable media-buying practices in the process,” O’Brien explained.

The mural is supported by street furniture, retail OOH, and radio plus a 30-second time-lapse video of the murals being painted will be amplified through social and PR channels.

XXXX Brand Director Chris Allan 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.”


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