Sustainability matters. Rightly or wrongly, sustainability is expected more of smaller brands. And that includes craft beer brands.

Sustainability matters to 4Pines. 72andSunny has launched a new brand platform for CUB-owned craft beer brand, 4Pines, You Drink The Beer, We’ll Do The Good Stuff, that highlights the beer’s sustainability initiatives. The brand is B Corp-certified, from giving 1% of its revenue to the planet to its support of environmental organisations such as Landcare Australia.

The centrepiece of the new brand platform is a commercial that has fun with the idea that, while most of us care deeply about the plight of the planet, there is sometimes a reluctance to go above and beyond to make a difference. The 30-second spot is running across streaming, social and digital platforms.

4 Pines Marketing Manager Annaleise Alpert, stated, “72andSunny have been close to our purpose journey for some time. 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, added, “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 like4 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.”

You Drink The Beer, We’ll Do the Good Stuff is also live across 4 Pine’s packaging, in bar media, streaming, social, digital and OOH. People can read more about the campaign by downloading the Good Stuff report at 4pinesbeer.com.au/good-stuff. 

The campaign follows previous work in the sustainability space by 72andSunny for Who Gives A Crap.

Credits:

Client: 4 Pines Brewing Co
Creative: 72andSunny
Media: Frontier Media
Production: The Production Group
Audio: Otis