Days, a 0.0% beer brand, has unveiled a UK out-of-home (OOH) campaign in a bid to provoke conversations around the benefits of alcohol-free beer.
The ‘Beer for anyone’ campaign dives into ‘relatable’ and tangible reasons to skip ‘the alcohol, but not the beer’ this January.
Days’ OOH activation – expected to reach over 26 million people – has taken over billboards, buses and more, with ‘hyper-reactive and relevant’ creative.
The campaign – created with agency Among Equals – capitalises on the brand’s recent success, boasting a 200% uplift on its website sales so far in 2023 compared to the same period in 2022.
Days is also building on its work in promoting alcohol free beer in a lighthearted way that resonates with their younger consumer base. According to the brand, over the last 12 months it has become the most popular beer brand on TikTok and in February of last year it promoted the sexual benefits of alcohol-free beer through an OOH campaign in Shoreditch.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“It’s an awesome time for alcohol free beer and we’re excited to launch our biggest ATL investment to support the high growth we’re expecting in 2023,” Days co-founder Mike Gammell said.
“There’s tons of attention on the category in January and as a brand we want to make as much noise as possible celebrating the benefits of beer without the side effects on Taxis, Buses, Tube Stops and Digi screens in major cities from London to Edinburgh.”
Days 0.0% Pale Ale and Lager can be purchased from Tesco, Ocado and Wagamama across the UK.
Among Equals co-founder Emily Jeffrey-Barrett added: “This was a huge moment for Days and we were so excited to be part of it. We built the campaign around one insight: there are loads of reasons not to drink alcohol, but there’s no reason not to drink beer.
“Using humour, empathy and culture, we created 31 executions (one for each day of Dry Jan) that tap into relatable reasons to cut back on the booze – and position Days as the ultimate solution when you reeeally fancy a beer but not the hangxiety, lethargy or stress that comes with an alcoholic pint.”
