Alcohol-free beer brand Days has unveiled a campaign that aims to tackle the nation’s epidemic of bad sleep by promoting the sleep benefits of its product.
By using a real discarded mattresses to deliver its message, the ‘Change your Beer, not your Mattress’ promotion hopes to start a conversation around the negative impact of alcohol consumption on sleep quality.
Highlighting a recent study that shows heavy alcohol consumption can decrease sleep quality by 39%, the ‘out-of-bed’ campaign – also supported by digital and social activity – will run exclusively at night to target those struggling to get their shut-eye.
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“We’re always looking for new ways to spread the word about the benefits of alcohol free beer so when the team came to me with OOB (out-of-bed) I was pretty sceptical,” Days co-founder Mike Gammell said. “Turns out, mattresses make great portable billboards… who knew?”
Days collaborated with new agency Friday Night Dinner on the campaign. Hollie James, creative partner for the agency, added: “We love that Days were brave enough to allow us to do something truly and quite literally outside of the traditional realm of advertising.”
