Who Gives  A Crap has turned its attention to the world’s sanitation crisis. The very cheeky eco-freidnly toilet paper brand has teamed up with Aussie non-alc brewers, Heaps Normal, to create something extra special, Cheeky IPA, the first limited-edition non-alcoholic beer helping to solve sanitation problems throughout the world

This partnership uses humour, gusto, and, of course, a refreshing beer to help deliver clean water and sanitation to communities across the world. 

50%c from all Cheeky IPA sales will go to not-for-profits that help build toilets, with Heaps Normal also pledging to donate an additional $1.50 per can to WaterAid, one of Who Gives A Crap’s long-term partners. 

Who Gives A Crap’s head of impact, Robin Cho, hopes the unexpected, yet hilarious partnership will shake things up, “Together, we’re combining the cheeky spirit and passion for changing the world of Who Gives A Crap and Heaps Normal to develop a product that helps people and the planet. Although unexpected, the Cheeky IPA truly embodies this. 

“At Who Gives A Crap, our mission is to uncrap the world, donating 50% of profits to help provide access to clean water and a toilet for everyone. By partnering with Heaps Normal, we can reach many more bums to get us closer to our big audacious goal of solving the sanitation crisis, all while having fun doing it.”

Heaps Normal co-founder, Andy Miller, adds a reminder about the importance of supporting brands that are purpose-driven. “Did we have a little bit too much fun playing around with our mates at Who Gives A Crap, on coming up with toilet jokes? Well, yes. But this special beer release isn’t just some flush in the pan. Both Heaps Normal and Who Gives A Crap are taking on the big guys and showing that you can have a lot of fun, while delivering a seriously positive impact. Oh, and it’s my new favourite beer. You’ll be bummed if you miss it.”

And what about the brew? The Cheeky IPA is a thirst-quenching West Coast style IPA, brewed in Australia with all the ingredients of an alcoholic beer. The Cheeky IPA is resinous and piney, with a well-balanced bitterness and refreshing finish. It may be bought as a four-pack, or with one of two bundles: Grog and Bog: 48 rolls of Who Gives A Crap’s 100% Recycled Toilet Paper and a 4-pack of Cheeky IPA, or Tinnies and Towels: Who Gives A Crap’s Forest Friendly Paper Towels and a 4-pack of Cheeky IPA.

The campaign was run by Eleven PR.