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Partake Brewing breaks brand campaign

Calgary-based non-alcoholic beer company Partake Brewing has begun a new brand campaign called “Cheers to Adulting.” Developed by Lg2 with digital support by Praxis, the campaign consists of online videos and social media content depicting the brand as the “official beer of adulting.” The campaign is intended to counter misconceptions about non-alcoholic beer, such as lack of flavour and surplus of calories. It is also intended to convey that being an adult “isn’t about being a straight-edged, naysaying, party pooper,” despite the responsibilities that come with age. The campaign will run in Canada and the United States.

“Traditionally, if you reach for a non-alcoholic beer, you'd be questioned by friends or feel awkward in a social setting,” said Chris Hirsch, executive creative director at Lg2. “But the ‘Cheers to Adulting’ platform challenges that stigma. We want to turn the idea of being responsible into a badge of honor. It’s okay to be just as excited about that 7AM tee-time as you are about the Friday night before it. We’re excited to partner with Partake, one of the fastest growing companies in the North American non-alcoholic beer category and support their growth ambitions.”

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