As many Australians contemplate 31 days without alcohol in July and even more have made alcohol-free the new normal, Heaps Normal has pitched in to remind Australians cutting back or giving up alcohol, that there’s more to life than water. Like non-alcoholic beers.
The humorous campaign, Just Say to Know to Water, is a fun throw-back to the ‘90s anti-drug and alcohol PSAs. Musician, Donny Benét, fronts the campaign as a chaotic talk show host interviewing anti-water activists, including musician, Lucy Small, and drinks aficionado, Mike Bennie, about the adverse effects of this ‘boring threat’. Benét was also the face of Heaps Normal’s awarded 2023 Just Say No To Water campaign.
“It’s infiltrating our homes, our workplaces and worst of all our bars,” Benét states. “We must make a stand against dihydrogen monoxide before the boredom takes over, and just say no! If it’s not frothy, delicious and quenching my thirst after a long day, I don’t want it. So I’m back again this year to share an important message: Keep yourselves, your families, friends and loved ones, safe from this boring threat.”
The 2024 campaign comes as the sober-curious trend has grown in the last two years according to Euromonitor, with millennials and Gen Z continuing to account for the biggest proportion of low and no consumers according to IWSR. This generation also continues to lead the way in terms of switching between no or low-alcohol products and full-strength alcohol on the same occasion. The no-alcohol category is understood to be worth US $13 billion with almost one fifth of all those who consumed no-alcohol drinks in 2023 did so for the first time.
“We’re here to remind Aussies that they evil bottled water or jugs of the stuff fish poop in on their next night out. Boring drinks are a scourge on society. Enjoy a delicious, frothy beer without the downsides instead,” stated Heaps Normal CEO and co-founder, Andy Miller.
Heaps Normal marketing director, Tim Snape, added, “The brand’s Just Say No to Water 2024 campaign builds on the success of last year’s campaign by bringing Benét back to interview some of Heaps Normal’s friends, and lending his profile to a series of PSA-style parodies.
“Donny is the ultimate anti-water activist, bringing the kind of elevated style and celebrity hitting power our small business needs to lend weight to this important message about the dangers of water, a liquid that destroys taste buds and lives across the world with its bland nothingness. We’re more than happy to front this fight.“
Just Say No to Water was produced by Heaps Normal’s internal marketing and creative teams and produced by Yeah Rad.
