Honesty box for Brewgooder
The brief
As a social enterprise, Brewgooder was intrigued to find out how much people value making a difference. We saw this as an opportunity to generate attention and reinforce the brand’s mission.
The response
To gain cut through, we knew we had to develop a creative news hook. So to peak interest, we tapped into the highly topical issue of minimum pricing for alcohol in Scotland, and cleverly showed how Brewgooder were bending the rules in a bold and brave way. With a fully-integrated approach to media, this simple and effective idea was reinforced by great multimedia content and distributed within a fully-comprehensive press kit.
Effect
Earned media coverage was achieved across major UK/Scottish national titles, including: MailOnline, Metro, Daily Mirror, Daily Star, i, Daily Record, STV, ITV, AOL and The Scottish Sun.
Social media responses amplified earned media and showed how much people loved the initiative. Brewgooder used this to their advantage and created tongue-in-cheek graphics to praise buyers depending on the amount paid, with hilarious results.
Most importantly, every case sold at RSP provided clean water for a person in Malawi for over two years.
Results
-
176
Media hits generated -
164m
People reached -
£11.05
For six beers. Over RSP and more than all competitors.
