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The launch will be supported by a full marketing roll-out, including digital, social media and in-store POS, featuring the strapline ‘Enjoyed Responsibly Worldwide’. Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more Its name was “a simple nod to our carbon-negative credentials… and does what it says on the can”, he added. Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement.The new sustainable beer joins Brewdog’s core range and replaces BrewDog Pale Ale, with a new recipe and stronger brand proposition, which the brewer hopes will generate excitement and highlight its sustainability credentials. Dullard said Planet Pale combined BrewDog’s “missions for a greener future with our love of great beer”.

Alex Dullard, Head of Customer Marketing at BrewDog, commented: “We want to make great beer that people love, whilst also being great for the planet. The launch will be supported by a marketing campaign, including digital, social media and in-store PoS, featuring the strapline: ‘Enjoyed Responsibly Worldwide’. Embrace your inner goddess and support beauty from the inside out with Planet Paleo's Primal Goddess formula containing pasture-raised beef collagen,essential minerals hyaluronic acid and a carefully chosen synergistic blend of herbs and berries with scientifically researched co-active nutrients and collagen peptides. BrewDog had replaced its original Pale Ale with an “improved recipe and stronger brand proposition, to generate excitement and highlight the brewer’s sustainability credentials”, it said, adding that pale ale was a “key driver” for bringing new consumers into the craft beer category.

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