Yeastie Boys and VML tackle men’s mental health with ‘Blokequet’

New Zealand-based brewery Yeastie Boys has teamed up with VML to release ‘Blokequet’ – drinkable flowers designed to help men open up about mental health.

The announcement:

When you hear that most men will receive their first bunch of flowers at their funeral, it makes you stop and think. To promote positive mental health and encourage more open discussion between mates, Yeastie Boys – the world’s smallest multi-national brewery located in New Zealand – has partnered with VML to make a drinkable bunch of flowers called ‘Blokequet’. In a country like New Zealand where self-harm among blokes is way too high, Yeastie Boys sought out to give men a reason to socialise over a beer; to really connect and talk with each other.

Blokequet is being sold as a limited-edition release. The new drinkable bunch of flowers – brewed with earl grey blue flower – is a 2.5% pale gold, with a scant bitterness and explosion of ‘floral’ tropical and citrus fruit flavours. Each and every can sold is also a donation to the I AM HOPE foundation, supporting the youth of New Zealand and the leaders of tomorrow.

Joshua Sanford, Yeastie Boys general manager, said: “We know we need to open up to our close mates – but showing up with a bunch of flowers isn’t the typical thing to do…showing up with some beers and having a chat is. What we love is that the Blokequet doesn’t just start meaningful convos, it also supports the important I AM HOPE Foundation.” The Blokequet is available at selected bars and liquor stores, and until supplies run out, will also be sold in a traditional bouquet-style arrangement (but with beer instead of flowers) to be shared with the friends.

Kim Pick, executive creative director, VML (Aotearoa New Zealand), added: “So many wonderful partners have stepped forward to rally behind the Blokequet launch to get men checking in on each other and to raise awareness and support for men’s mental health via the I AM HOPE Foundation. We can’t thank them enough – and are so pleased to see this ‘drinkable bunch of flowers’ sparking conversations nationwide.”

I AM HOPE founder, Mike King, commented: “The reality is, most men in New Zealand socialise over a beer. That’s when they will really connect and talk with each other, so it’s a really big opportunity for us to start encouraging those kōrero to include mental health. The Blokequet is the perfect icebreaker for initiating these conversations. And it doesn’t have to be a really serious talk. It can be as simple as asking your mate if they’re OK.”

James Johnston, VML managing partner (Tāmaki Makaurau/ Auckland), commented: “Too often, way less than six degrees of separation applies when it comes to knowing someone who has been affected by mental health, in New Zealand. That made this activation important (and personal) for the amazing team at Yeastie Boys, the partners who jumped in to support, and for our team.”


Yeastie Boys: General Manager, NZ: Josh Sanford

Client: I AM HOPE

Founder: Mike King


CCO APAC: Paul Nagy

ECD: Kim Pick

Senior Art Director: Jack Wadham

Senior Copywriter: Karla Tarr

Managing Partner: James Johnston

Senior Account Director: Irma Mawson

Senior Producer: Jo Kelly

Senior Designer: Erin O’Connell

Senior UX/UI Designer: Terry Yee

Web Developer: Dan English

Senior Investment Manager: JJ Wrightson

Senior Account Director, Social Media: Evana Vulinovich

Account Executive, Social Media: Amelia Bing

Account Executive: Alexandra Fenwick

Sophie Kafusi: PR Consultant

Pippa Lekner: PR Consultant

Production Company: Supernormal

Managing Director / EP: Matt Mckenzie

Director: James Anderson

Source: WPP


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