Lord Nelson Brewery raises the drinking age of Three Sheets Pale Ale to 35+ in new campaign via Howatson+Company
Lord Nelson Brewery has partnered with Howatson+Company to officially reserve consumption of Three Sheets Pale Ale to those who can truly appreciate it; people with mature mouths – aged 35+.
With the rise of the shoey, fruity sours and beer-cocktails, more and more young people are failing to appreciate the refined flavours of well-crafted beer, forcing Lord Nelson Brewery to implement this protective measure.
Says Blair Hayden, managing director, Lord Nelson: “For 30 years we’ve focused on creating quality beers that are refined and well-balanced. Three Sheets Pale Ale remains our flagship brew and is testament to being true to ourselves and not following trends and “in” styles.
“While our decision might affect sales, we know that Three Sheets customers are loyal, and until the young ones cut their weird drinking habits out, it’ll be reserved for the over 35s.”
Lord Nelson Brewery’s new drinking age labels can be found in pubs and bottle stores around the country- on taps, cases and six-packs. The campaign is supported across press, OOH and PR.
Says Gavin Chimes, ECD at Howatson+Company: “This campaign is all about connecting with drinkers at the moment of purchase. For craft beer lovers over 35, it’ll drive loyalty. For those under 35, it’ll drive intrigue. After all, what better way to make someone want something than by telling them they can’t have it?”
*Disclaimer – If you haven’t reached the ripe age of 35, but think that your mouth is mature enough to appreciate this perfectly crafted and balanced brew, you can join the 35+ crew provided you promise to savour, not skol.
Agency: Howatson+Company
CEO+Founder: Chris Howatson
Chief Creative Officer: Levi Slavin
Executive Creative Director: Gavin Chimes
Head of Production: Holly Alexander
Senior Copywriter: Will Halstead
Senior Art Director: Tom Macphail
Senior Designer: Trent Michael
Producer: Caitlin Perz
Strategy Director: Sam Butcher
Client Partner: Ollie Wearne
Business Director: Madde King
Business Manager: India Clarke
Senior Editor: Kel Gronow
Junior Designer: Eleanor Donley
Studio Lead: Simon Merrifield
Content & Photography: Remy Brand
Client: Lord Nelson Brewery
Managing Director: Blair Hayden
40 Comments
This is smart. It will work brilliantly.
I feel seen. Great work.
from an under 35er
Simple and fun and simple. Well done.
My gammy knee and I love it.
Genius
Genius. Love this.
I love Three Sheets and am under 35. Won’t stop me from drinking it but just makes me feel a bit weird to be told it’s not really for me? Idk, bit of a miss IMO but hope it works for them!
Surely there are better ways to market craft beer than to exclude half of your target market?
The disclaimer is laughable.
Clever. Effective.
Yeah, this is hot as.
really cool
Where’s the data to support this insight? Data is the magic, not ideas like this. And I’m going to start my own agency to prove you all wrong…
Ha! This is very clever!
Great idea. But you can smell the client’s punch-pulling risk aversion in the final paragraph.
Should have stuck to their guns and used this for a second burst of activity and PR. Double tap. Bang bang.
this is epic.
Doubt it. Under 35s just wont drink it.
I’m 24… tell me I can’t have it, and I’ll just go and drink Balter, which is for everyone.
Once I put my reading glasses on, this spoke to me. But leave my knee out of this!
This is great.
LOVE IT
Nice uni project team. You’re better than this.
Praise where praise is due.
Well done.
Very smart. Mildly envious.
I used to drink this beer at the Lord Nelson long before it became available widely or as a packaged product, when I worked at a certain agency just down the road in The Rocks. The name 3 Sheets was an example of Truth in Product Description. It left me in no condition to walk, so I drove. More great work from Levi Slaven, who I had the privilege of observing at another of my alma maters, in Melbourne almost 2 decades ago.
More like Tom Macwin
(I don’t know Tom I just wanted to say that)
Excellent work – the kind of advertising the brand managers at Coopers wished they’d had the balls to run.
Ummm…I though we had a thing going. Obviously not.
Everything about it sucks. Including the comments from all the Howatson staff.
I’m sorry you’ve had such a bad day
Bring back scam ads for pubs!
For a sticker and POS flyer? Few more award submissions for a z grade beer campaign that has no impact on sales.
Like they’ve been flicking through well thumbed annuals featuring old Toohey’s Old campaigns
Great work. and that line made me laugh out loud. GG’s guys. this is great.
I went to this pub last night and didn’t see a 35+ sign. Woulda been great if they actually followed through…
Makes me feel good for being over 35. And yes, I love that beer
It leaves an unrefined taste in my mouth
So it’s now 35+ comments
Are these real photos or renders? My local bottle shop and pub don’t have this campaign running and don’t know about it.
Saw a 35+ on tap at the Lorn Nelson and I asked if I needed to show ID.
To which the bar staff looked at my shiny bald head and said “Naaaa”.
This is a campaign I’m well jealous of.