In 2002, Saatchi & Saatchi and Lion Nathan, re-launched Beck's Bier in the Australian market. The strategy made the brand more relevant and appealing to the Aussie drinker: bringing a tongue-in-cheek warmth to this previously uptight and aloof German brand. Positive shifts in awareness, imagery and consumption were achieved in the two states where the campaign ran: resulting in an 82% increase in sales volume, and a 50% increase in share in an expanding market