BrewDog continues commitment to planet-friendly beer

Scottish brewer BrewDog ramped up its commitment to planet-friendly beer with a sustainability-focused TV ad campaign.

The Ellon-based brewery’s ‘The Planet’s Favourite Beer’ campaign celebrated Brewdog’s pioneering environmental commitment to being the world’s first carbonnegative brewery.

The campaign, which aimed to reach 26m adults throughout August and September, showed the different lives that its customers – and even non-customers – lead, and highlights that its carbon-negative credentials mean that it is here for the planet and all its inhabitants.

BrewDog offsets double its entire carbon footprint through tree planting initiatives around the world. It also brews using only renewable energy, uses packaging made from easily recycled materials, prioritises local ingredients, and transports its beer in the UK’s first electric 19-tonne truck.

The ad campaign set out to challenge the stereotypes in traditional beer advertising, “take the worthiness out of woke”, and offer a comical take on the array of people inhabiting planet earth.

The TV and video-on-demand advert was supported by out-of-home, digital, social and print ads which reinforced BrewDog’s ecological message. Furthermore, the production of all assets in the campaign was offset through planting trees, making it a sustainable campaign in every sense.

Special Projects Director Lauren Carrol said: “The campaign reinforced BrewDog’s commitment to having a positive impact, both on our diverse audience and the planet. We’re proud to be a beer for all and to serve our amazing global community.”

Glacéau Smartwater highlights sustainability credentials

Coca-Cola Europacific Partners (CCEP) launched a campaign for its Glacéau Smartwater brand to “highlight the brand’s sustainability credentials and support the return of the on-the-go mission”.

The campaign will see messaging appear on-pack to remind consumers that the bottles are now made from 100% recycled PET plastic.

Phrases including ‘I’m not new to this’, ‘Have we met before?’ and ‘Hi there, me again’ will appear on 600ml and 850ml packs during the summer, helping to drive standout in the

Barr Soft Drinks engages consumers on recyclability and recycling

Barr Soft Drinks supported the introduction of 100% recycled plastic (rPET) across all its 500ml Irn-Bru and Rubicon products with an advertising campaign to engage consumers on recyclability and recycling.

In addition, the company introduced clear on-pack labelling to help inform shoppers about the new bottle materials.

Adrian Troy, Barr’s Marketing Director, said: “We recognise that we have a responsibility to protect our planet and we know how important it is that we act now to try and reduce our impact on the environment.

“It has always been really important to us to make a positive contribution to society and behave responsibly as a business; respecting the environment has been a key pillar of this work.” chiller and tap into shoppers’ “growing appetite” for products that use recycled materials.

The move is a part of a wider initiative, No Time To Waste, which launched last year.

The launch of the new pack designs was supported by a marketing campaign in July and August, including social media and out-of-home activity.

Martin Attock, Vice President for Commercial Development at CCEP GB, said: “Sustainability is at the heart of everything we do for Glacéau Smartwater and this has built a strong brand equity with consumers, especially young adults –who are frequent bottled water shoppers.”