Lion Nathan launched its latest national media campaign for Hahn Super Dry yesterday (Sunday November 8).

The campaign, entitled ‘Stay Premium Gentlemen,’ is the first from the brand’s new creative agency, Saatchi & Saatchi.

Featuring a range of scenarios in which they are faced with potentially difficult decisions, guys are encouraged to ‘stay premium’ by making the right choice.

By establishing the concept that every guy has his own ‘man brand’, the campaign takes a tongue-in-cheek approach to maintaining the standards that really matter – which extends to drinking only the best quality, great tasting beer – Hahn Super Dry.

Arno Lenior, premium category director at Lion Nathan, said that he was confident that ‘Stay Premium Gentlemen’ would continue to communicate the humorous attitude.

“Just like the concept we’ve created of a ‘man brand’, Hahn Super Dry demands care and attention, and the perfect balance of ingredients,” said Mr. Lenior.

“Our insights tell us that our drinkers are increasingly seeking out and embracing brands that reflect the way they live their lives. In the same way that guys don’t compromise in life, we don’t compromise on the quality and taste of our beer. The ‘Stay Premium Gentlemen’ campaign reflects this desire for quality without compromise.”

“Saatchi & Saatchi has been a long time partner of Lion Nathan and we're pleased to have extended this relationship to include work for Hahn Super Dry,” added Mr Lenior.