Heaps Normal says it’s okay to just ‘Do Your Best’ in latest campaign

Australian non-alcoholic beer Heaps Normal has released an integrated campaign, conveying a message against the obsession with perfection.

The announcement:

This July, independent Aussie non-alcohol beer company Heaps Normal is waging a campaign against perfection with the message that it’s ok to just do your best.

The Do Your Best campaign stems from the recognition that ‘your best’ will look different for everyone, particularly when it comes to cutting back on alcohol.

“Whether it’s cutting down on the booze, training to run a marathon, practicing for that gig, preparing for your first-born or attempting something new in the kitchen, we reckon the little achievements are always worth celebrating,” says Heaps Normal’s co-founder and head of brand, Peter Brennan.

“It gets to this time of year and, all of a sudden, there’s lots of talk about giving up the booze for a while. But let’s be honest, after the year we’ve all had, we’re all a bit sick of being told what to do. Small improvements on your own terms are just fine. It doesn’t always have to be boom or bust.”

Over the past 15 years, alcohol consumption has decreased in Australia, from 10.8 litres per capita per year down to 9.4 litres, the lowest seen in 50 years. Similar trends have been seen globally.

The Do Your Best campaign comes after a bumper year for the Australian non-alcoholic beer market, which Euromonitor estimates grew by 43% between 2020-2021.

Brennan says he hopes the Do Your Best campaign will encourage Aussies to reflect on the past 12 months.

“It’s so important to celebrate the small wins, the times you put one foot in front of the other, the community coming together to pitch in, the outpourings of help…all the times over the past year when, in the face of it all, you just did your best.”

A 2021 study by DrinkWise found that 32% of those surveyed who reported a decrease in their alcohol consumption since the start of the pandemic attributed the use of no- and low-alcohol products as assisting them to reduce their consumption. The same study found that Aussies aged 18-44 are twice as likely to consume zero and low-strength alcohol compared with those aged over 45.

Credits

Yeah Rad: Joel McDonald & Reece Grogan
Heaps Normal Contacts: Tim Snape & Matt O’Brien
Photographer: Dexter Kim
Buffet: Gemma Plunkett
H/MU: Yvonne Tran
Talent: Gen Fricker

Source: In Prose