LGBT Market - Lion Nathan
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.