72andSunny has recently launched a fresh brand platform in collaboration with 4 Pines, the craft beer brand owned by CUB, titled “You Drink The Beer, We’ll Do The Good Stuff.”
This new platform showcases 4 Pines’ commitment to sustainability, highlighting its B Corp certification and various initiatives, such as donating 1% of its revenue to environmental causes and supporting organizations like Landcare Australia.
At the heart of this brand platform is a new advertisement that playfully addresses the common sentiment that while many of us care about the environment, we may not always take significant action to make a difference. The ad will be featured across streaming services, social media platforms, and digital channels.
Annaleise Alpert, marketing manager at 4 Pines, expressed appreciation for 72andSunny’s understanding of the brand’s purpose. She stated, “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.”
Andy Flemming, creative lead at 72andSunny, shared his perspective, saying, “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.”
The campaign, “You Drink The Beer, We’ll Do the Good Stuff,” is now live across various platforms including 4 Pines’ packaging, in-bar media, streaming services, social media, digital channels, and out-of-home advertising. Consumers interested in learning more about the campaign can download the Good Stuff report at 4pinesbeer.com.au/good-stuff.
This initiative follows 72andSunny’s previous work in the sustainability sector, including collaborations with Who Gives A Crap.