Thinkerbell: Binge launches a beer for dogs

Australian streaming service, Binge, has produced its first ever beer. For dogs. The madcap idea by Thinkerbell has a logical – also amusing and very sharable – rationale. It draws attention to Binge’s new Aussie comedy, Colin From Accounts, a story of two single-ish humans brought together by a dog, a brewery (and a nipple flash).

Colin’s Pale Ale was developed by Thinkerbell with the help of independent brewer, Hop Nation, and inspired by Colin, the four-legged star of the show, and the brewery which was the setting for the new comedy series. It means that dog owners and their beloved furry friends can finally enjoy a cold one together while watching TV. The unique Pale Ale is a bone broth, with hoppy after-notes, made from the finest beef bones, specially crafted for four-legged friends.

The Puppy Brew launch included street posters targeting pups and their owners. At dog eye level, these posters were scented to attract pooches, while at the human eye level they encourage dog owner humans to start streaming Colin From Accounts on Binge and order some Puppy Brew. Australians were given the chance to obtain a four pack of Colin’s Pale Ale for free by heading to https://hopnation.com.au/products/colins-pale-ale.

The project was also amplified through earned and influencer channels, as well as a connected experience with Google. Thinkerbell and Google developed a suite of content for Binge that used Google’s new interactive ad experience for YouTube on Connected TV. Through interactive content shot with the show’s star, Colin, fans are invited to learn more about the puppy brew, and with the click of a button, without interrupting their viewing experience viewers were sent to the Hop Nation website where the beer is hosted for sale on their mobile device.

Tom Wenborn, executive creative tinker, Thinkerbell, stated, “Ryan Reynolds has his Gin, Kate Hudson has her Vodka, The Rock has his Tequila. It’s only fitting that the biggest star of Australia’s latest comedy hit, Colin, gets his own beer. We’ve loved the opportunity to collaborate with Binge, Hop Nation and Google to create some puppy-centric measured magic.”

Alison Hurbert-Burns, Binge executive director and self-professed dog lover, added, “We’ve been so thrilled to see the response to our newest Australian Original Series, Colin From Accounts, featuring the adorable Colin. And now dog owners around the country can enjoy the series with their four-legged friend, while having a beer together with the launch of Colin’s Pale Ale, a specially formulated brew just for dogs.”