St Austell Brewery has unveiled its first major marketing campaign for its Proper Job 0.5%, marking a significant investment behind the award-winning beer and the first no and low brand in the company’s portfolio.
The campaign is built around the idea of achieving balance without compromise. Launching in August, the multi-channel activity will span OOH, targeted off-trade activation, paid social, influencer partnerships and strategic media support.
A suite of POS materials will also be deployed to drive visibility and sales within the on-trade.
At the heart of the campaign is the strapline Taste More, Do More reflecting the appeal of Proper Job 0.5% - the character of the original Proper Job IPA combined with the flexibility of an alcohol-free option.
Designed to challenge perceptions of the no and low category, the campaign reinforces that consumers “no longer need to choose between great taste and moderation.”
Laura Plum, marketing and communications director, said: “Proper Job 0.5% has all the flavour and character drinkers expect from the Proper Job name, and this campaign is about celebrating the role alcohol-free beer can play in helping people get more out of every occasion.”
The campaign will run throughout summer and autumn across key consumer touchpoints, supported by activation in pubs and retail environments designed to drive trial, visibility and rate of sale.
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