Lion Nathan beer company
We provided strategic advice for this brewery over several years commencing in 1997.
Our work involved a range of brand positioning strategies including: sponsorship negotiations, leveraging sponsorships into favourable gay media coverage, brand differentiation from competitors in gay market, increasing brand profile in gay venues and advertising.
In 1997 we created the first ever 'gay-specific' beer advertising to coincide with the company's sponsorship of the largest gay festival in Australia.
Following our working with them, the company's "Hahn Ice" brand become the best selling beer in the Australian gay market.