Paname Brewing Company - Beer Therapy (2021): An innovative campaign helping Covid-19 sufferers regain their sense of smell with aromatic craft beer designed

Food & Drink

L’Associé Creates Aromatherapy in a Can with Paname Brewing Company

Other Food & Drink Campaigns

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L’Associé Creates Aromatherapy in a Can with Paname Brewing Company

Description

In November 2021, Paname Brewing Company collaborated with communications agency L’Associé to launch an innovative campaign named Beer Therapy, designed to support those suffering from anosmia, a common symptom of long Covid affecting up to 80% of infected individuals who have lost their sense of smell. This groundbreaking effort addressed a significant post-Covid health challenge by introducing a limited-edition craft beer line uniquely crafted to retrain and stimulate the olfactory senses through the aromatic power of beer. By positioning the product as "aromatherapy in a can," the campaign transformed the sensory experience of drinking beer into a therapeutic ritual aimed at helping individuals regain their sense of smell. Leveraging a compelling film medium as the primary communication channel, the campaign effectively combined emotional storytelling with a meaningful social cause, highlighting both the ongoing health impact of the pandemic and Paname Brewing Company’s commitment to innovation and social responsibility within the food and beverage industry. The messaging carefully resonated with consumers facing the lingering effects of Covid, weaving a narrative of hope, recovery, and wellness. This approach not only differentiated the brand as an empathetic and forward-thinking pioneer but also demonstrated how marketing and communications can deeply engage consumer needs by blending product innovation with social impact. Ultimately, Beer Therapy positioned Paname Brewing Company as a trailblazer in crafting purposeful brand experiences that extend beyond traditional boundaries, uniting product sensory appeal with a powerful mission to aid in healing and personal wellbeing.

Credits

Client

Paname Brewing Company

Agency

L'Associe

Creative Director

Gilles RIVOLLIER, Mark FORGAN, Jamie STANDEN

Art Director

Chloé CAMILLE, Manon ESCARRAT

Client Director

Anne-Laure COMPAS

Account Management

Marion TRYANT

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