Title	BEER THERAPY
Brand	PANAME BREWING COMPANY
Product/Service	BIÈRES PANAME
Category	F02. Environmental / Social Impact
Entrant	L'ASSOCIE PARIS, FRANCE
Idea Creation	L'ASSOCIE PARIS, FRANCE
Production	L'ASSOCIE PARIS, FRANCE
Post Production	L'ASSOCIE PARIS, FRANCE

Name	Company	Position
Mark FORGAN	L'ASSOCIÉ	Creative Director
Jamie STANDEN	L'ASSOCIE	Creative Director
Gilles RIVOLLIER	L'ASSOCIÉ	President
Marion TRYANT	L'ASSOCIÉ	Project Manager
Chloé CAMILLE	L'ASSOCIÉ	Art Director
Anne-Laure COMPAS	L'ASSOCIÉ	Account Director

Background

What if beer could help bring back your sense of smell? France is slowly coming out of the pandemic but one long term effect still remains - some people still have not regained their sense of smell after catching covid. Paname Brewing Company regularly release limited edition series of specially brewed beers (On average 8000 pint cans). For their most recent release, we wanted to use the aromatic power of beer to help French people who have still not regained their smell.

Describe the creative idea (40% of vote)

Titled ‘Beer Therapy’, these are the first ever beers designed to help people reeducate their noses. The idea is based on a proven rehabilitation approach - sufferers choose a favourite, familiar scent and smell it every day, while mentally imagining what the smell represents. This process helps retrain neural pathways. Paname Brewing Company is a young brand (6 years old) with an equally youthful customer base. Younger people in France were particularly hit by Covid. Although the consequences were less severe with this audience, many did suffer from lesser side effects such as loss of smell. Troubling for customers of Paname, who are typically lovers of food and drink.

Describe the execution (40% of vote)

The execution of this idea began with the brewing process. The Paname brewers were challenged to created especially aromatic brews. They did this through their choice of hops, and by incorporating fruit juices and other aromas. The designed created a visual branding that combined a stylised visualisation of aromas, and abstract forms of human noses. Because this was conceived to be a practical product, instructions for use were printed directly on the back of the cans.

List the results (20% of vote)

8000 cans sold out. More than 25 reviews from specialised French beer influencers. Paname Brewing Company increased their Instagram following by 15%. Anecdotally, an increase in awareness about scent rehabilitation.