Lord Nelson Brewery raises the drinking age via H+C
Lord Nelson Brewery is standing up against the beer culture of the youths to reject shoeys, fruity sours and beer cocktails, in favour of a simple and refined, well-crafted beer via Howatson + Company.
The campaign is the second piece of new work to launch from the agency in as many days, after yesterday’s GMHBA campaign.
Positioning the brewer’s Three Sheets Pale Ale as a premium beer that should be reserved for those who appreciate, the work leverages 35+ labels across the product’s retail and in-venue presence.
This project work with Lord Nelson Brewery will not impact Howatson+Company’s relationship with fellow brewery client, Matilda Bay, Mumbrella understands.
Lord Nelson managing director, Blair Hayden says: “For 30 years we’ve focused on creating quality beers that are refined and well-balanced. Three Sheets Pale Ale remains our flagship brew and is testament to being true to ourselves and not following trends and “in” styles.
“While our decision might affect sales, we know that Three Sheets customers are loyal, and until the young ones cut their weird drinking habits out, it’ll be reserved for the over 35s.”
Gavin Chimes, ECD at Howatson+Company adds: “This campaign is all about connecting with drinkers at the moment of purchase. For craft beer lovers over 35, it’ll drive loyalty. For those under 35, it’ll drive intrigue. After all, what better way to make someone want something than by telling them they can’t have it?”
The new drinking age labels can be found in pubs and bottles stores across the country, fashioned onto taps, cases and six-packs. The campaign is also supported across press, OOH and PR.
Credits:
Agency: Howatson+Company
CEO+Founder: Chris Howatson
Chief Creative Officer: Levi Slavin
Executive Creative Director: Gavin Chimes
Head of Production: Holly Alexander
Senior Copywriter: Will Halstead
Senior Art Director: Tom Macphail
Senior Designer: Trent Michael
Producer: Caitlin Perz
Strategy Director: Sam Butcher
Client Partner: Ollie Wearne
Business Director: Madde King
Business Manager: India Clarke
Senior Editor: Kel Gronow
Junior Designer: Eleanor Donley
Studio Lead: Simon Merrifield
Content & Photography: Remy Brand
Client: Lord Nelson Brewery
Managing Director: Blair Hayden
Um so a company can make laws now… hard pass on that….. I wonder if customers could sue being denied somthing they are by law aloud to buy
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Hey Casey
Lord Nelson hasn’t actually changed the legal drinking age, it’s just a bit of cheeky advertising.
Cheers
Calum – Mumbrella
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