Ahead of this year’s Dry July, non-alcoholic beer brand Heaps Normal is back to remind Aussies there is more to life than water as an alternative drink.
Following on from last year’s ‘Just Say No To Water’ campaign, which was voted as one of 2023’s best ads by adland, musician Donny Benét returns in the new spot as a chaotic talk show host.
In another 90s anti-drug and alcohol PSA spoof, Benét interviews anti-water activists, including musician Lucy Small and drinks aficionado Mike Bennie, about the adverse effects of this ‘boring threat’.
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“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,” said Andy Miller, co-founder and CEO of Heaps Normal.
This year’s iteration comes as Aussies continue to opt for non-alcoholic alternatives, with millennials and Gen Z accounting for the biggest proportion of low and no consumers, according to IWRS.
Tim Snape, marketing director at Heaps Normal, said: “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,” he continued.
“We’re more than happy to front this fight.”
Credits:
Marketing and creative: Heaps Normal
Production: Yeah Rad
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