BrewDog and #IAMWHOLE have announced a new partnership to encourage consumers to speak out when they need help, get the support they need and help to make more societal changes overall. The partnership will be promoted in January and will feature BrewDog promoting it via limited-edition packs of its Punk IPA Alcohol-Free beer that's perfect for enjoying in the new year. The campaign will be promoted through digital awareness activity and guerrilla-style out of home advertising to encourage consumers to think about why mental health is still a taboo topic.
Head of Customer Marketing at BrewDog PLC Alex Dullard spoke on the BrewDog and #IAMWHOLE partnership saying, "January can be difficult for many and a time when we need to look after our mental and physical health. That’s why we are teaming up with #IAMWHOLE for the second year and this time we are promoting it on-pack."
Mental Health Beer Campaigns
BrewDog and #IAMWHOLE Have Partnered to Support Overall Health
Trend Themes
1. Mental Health Awareness Campaigns - Companies are increasingly embracing campaigns that promote mental health awareness and destigmatization, offering new opportunities for partnerships and initiatives.
2. Alcohol-free Beverage Boom - The growth in demand for alcohol-free beverages is creating opportunities for brands to innovate and develop new product offerings that cater to health-conscious consumers.
3. Cause-related Marketing - Businesses are leveraging cause-related marketing to foster deeper connections with their target audience, leading to an increased demand for well-integrated social impact campaigns.
Industry Implications
1. Mental Health Services - The mental health industry is experiencing a surge in demand for services and innovative solutions, opening up opportunities for the development of new mental health resources and support tools.
2. Alcohol-free Beverages - The growing popularity of alcohol-free drinks is driving growth and innovation within the beverage industry, providing opportunities for businesses to expand their product lines and reach new markets.
3. Cause-based Advertising - As businesses increasingly engage in cause-driven marketing initiatives, there is a growing need for creative and impactful advertising services that effectively communicate brand values and support social causes.