Scottish craft brewer BrewDog recently debuted a new beer that encourages consumers to register as organ donors. With clever packaging and informational coasters, this new brew demonstrates a clever way that brands can throw their weight behind good causes.
BrewDog's newest creation is an IPA called 'Born To Die 18.08.16.' Unlike an ordinary beer, Born To Die has a shelf-life of just 35 days, which is meant to represent the short shelf-life of donated organs. Additionally, the beer comes with special coasters that include pop-out organ donor cards. These cards direct consumers to a website that will let them officially register as organ donors in the UK.
While it may sound a bit morbid, the campaign is meant to increase awareness about a very important cause. As BrewDog co-founder James Watt explains, "The UK's organ donor register is severely low and we're hoping our latest Born To Die launch will nudge more people to help others after they've shuffled off this mortal coil."
Key Themes Behind This Trend
- Organ Donor Awareness
- Creating products or campaigns that raise awareness about the importance of organ donation and encourage more people to register.
- Cause Marketing
- Leveraging products or services to support charitable causes and engage consumers in making a positive social impact.
- Limited Shelf-life Products
- Developing time-limited products or services to convey a message or promote urgency in consumer engagement.
Where This Applies
- Craft Beer
- Craft breweries can explore creative ways to align their products and packaging with important social issues, like organ donation.
- Nonprofit and Charity
- Organizations focused on organ donation can collaborate with brands to raise awareness and boost registration numbers through unique marketing initiatives.
- Marketing and Advertising
- Marketing agencies or professionals can help brands develop cause-driven campaigns and innovate strategies to promote social good while enhancing brand image.
