72andSunny has launched a new brand platform for Carlton & United Breweries’ (CUB) 4 Pines craft beer, ‘You Drink The Beer, We’ll Do The Good Stuff’.
The new platform shines a light on the sustainability initiatives of the B Corp certified beer brand, from giving 1% of its revenue to the planet, to its support on environmental organisations such as Landcare Australia.
The spot features a rolling credit of 4 Pines’ ‘Good Stuff’, and encourages Aussies to engage just by purchasing and drinking its beer.
“72andSunny have been close to our purpose journey for sometime,” said Annaleise Alpert, marketing manager at 4 Pines.
“As a brand we’re optimistic about the world but on a continuous journey to use business as a force for good. This platform strikes a balance between promoting our sustainability credentials and keeping the tone light, and 72andSunny nailed it.”
The agency was appointed to 4 Pines’ creative account in late 2022, having impressed the team with its “approach to both the beer category and storytelling more broadly”.
Andy Flemming, creative lead at 72andSunny, added: “Like many others, I drag out the yellow bin knowing that I could probably do a bit more to save the planet, so thank god there’s a beer like 4 Pines that is doing its bit and then some.
“This was an opportunity to stand out with simplicity, design and a sense of the genuine as opposed to the corporate,” he said.
The campaign is now live across streaming, social, digital, OOH, packaging, and in-bar media.
The campaign follows previous work in the sustainability space by 72andSunny for Who Gives A Crap.
Credits:
Client: 4 Pines Brewing Co
Creative: 72andSunny
Media: Frontier Media
Production: The Production Group
Audio: Otis
