BrewDog has today (21 December) teamed-up with award-winning mental health campaign #IAMWHOLE ahead of Dry January to promote positive mental health.
To support the campaign, the Scottish brewery is launching limited edition 4-packs of Punk IPA Alcohol-Free 330ml with donations from sales going directly to #IAMWHOLE.
The partnership will help #IAMWHOLE in its mission to support young people and encourage them to speak out and seek help when dealing with bad mental health.
“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,” BrewDog head of customer marketing, Alex Dullard said.
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“The campaign does great work at breaking down the taboos around mental health and we’re really thrilled to be able to help spread the word.
He added: “We advocate alcohol consumption in moderation, and there are many reasons shoppers decide to look for alternatives, mental well-being one of those. It’s vital that these options are available on-shelf, without customers having to compromise on taste and quality.
“We pride ourselves on offering a full-flavoured alcohol free option with Punk IPA, and with investment into driving awareness, we urge retailers to ensure they have the limited-edition packs on-shelf in time for Dry January.”
A range of promotional assets will also be launched January to broaden the collaboration’s reach, including a ‘guerrilla-style’ out-of-home and digital awareness campaign focused on the taboo subject of male mental health.
