In possibly a first for the category, independent brewer Wingman decided to cancel all sales of Wingman beer during the month of July, in support of Dry July.
This bold initiative went live at midnight June 30 and ran throughout July.
Wingman Beer’s general manager Will Chambers explained: “We have been overwhelmed by the request for support from Not For Profit Clubs, ranging from Surf Life Saving to traditional sports clubs. We believed this campaign would be successful, but to receive 189 registrations from community organisations across the country, far surpassed our expectations.
“This initiative was conceived following a dramatic spike in domestic alcohol consumption during the period of COVID-19 Lockdown. A Wingman has a simple purpose: to always have your back, therefore we felt a duty to consider our greater responsibility. Participating in Dry July seemed the ideal platform to recognise the issue.
“As a result, the beer we brewed in the month of July is now being distributed free of charge to registered Not For Profit Clubs, whose bar sales have been severely impacted, so they may benefit from selling Wingman beer and keep 100 per cent of those proceeds.
Chambers added: “We estimate this format of community support is worth more than $200,000 to the clubs and I can honestly say the positive feedback we have received has been humbling. I would encourage more brands in the industry to follow suit next year.”
Please login with linkedin to commentWingman
Advertising has a rich history of being daring. From DDB’s 1960 Lemon ad for Volkswagen, to Salvador Dali designing Chupa Chup’s logo in 1969, to Droga5 pretending it was making a new Crocodile Dundee movie for Tourism Australia, the creative we crave dare to stand out! So, tomorrow B&T has teamed-up with our good friends […]
One of Australia’s largest groups of privately-owned public relations and marketing agencies has rebranded under one name, The Recognition Group. The group is comprised of three separate agencies: Recognition PR; Outsource and Write Away Communication. The Recognition Group is owned by Liz Marchant [feature image] and Adam Benson, employs 31 full-time staff members and supports […]
Premium mixer brand Fever-Tree has launched its largest advertising campaign in Australia to date via indie agency New Colony. With summer on the horizon, Fever-Tree’s latest campaign encourages consumers to ‘mix with the best’ with new messaging that reinforces its brand promise as a premium, high quality mixer complementing light and dark spirits. The out-of-home […]
Frameplay today announced its first global integration with Magnite to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater access to engaged audiences. Current RTB programmatic capabilities […]