Doom Bar launches first ever ATL brand campaign ‘In Our Elements’

  • Sharp’s will be investing one million pounds across the summer campaign
  • Campaign will see Doom Bar donate £25,000 to local charity, Surfers Against Sewage 

Sharp’s Brewery has today announced the launch of a major nationwide advertising campaign to support flagship beer brand, Doom Bar. The million pound campaign, titled “In Our Elements”, aims to continue Doom Bar’s strong growth and consolidate its position as the leading cask ale brand in the UK[1].

“In Our Elements” is Doom Bar’s first ever above-the-line brand campaign, showcasing Sharp’s commitment to creating exceptional beers that reflect the unique environment they come from. It will draw on the brewery’s location on the Cornish coast; bringing the county’s elements of air, sea and rock to the consumer by using local imagery in out-of-home displays in London and digital content (VOD and social media) nationwide from today until the end of August.

The campaign will also reinforce the brewery’s commitment to its surroundings through a partnership with local charity, Surfers Against Sewage, powered by video advertising platform, Good-Loop. The partnership will help raise funds for Surfers Against Sewage to support their work in tackling plastic pollution and protecting the UK’s coastlines for everyone to enjoy. The advertisement on social channels will allow people to nominate different projects run by Surfers Against Sewage to receive a proportion of Sharp’s media spend on the campaign. A total of £25,000 is expected to go towards the charity.

James Nicholls, Senior Brand Manager at Sharp’s Brewery said: “By investing in our first ever above-the-line campaign we are sharing our unwavering passion for our home in Cornwall and our flagship beer, Doom Bar, with consumers both existing and new. We’re lucky to be from such a unique place, where the elements combine to help clear our minds and appreciate our surroundings. We’re immensely proud that Doom Bar is the UK’s most popular cask beer1 and to be celebrating our Cornish provenance through “In Our Elements”.

Hugo Tagholm, CEO of Surfers Against Sewage, said: “Protecting the ocean is the new front line of ocean conservation. Surfers Against Sewage is proud to be creating ocean activists right around the UK from the beach front to community centres; from our city streets to the corridors of power. We work with over 100,000 volunteers annually and connect activists to drive the change we want to see for our oceans. We urge everyone to become part of the movement. We’re grateful for the support of Sharp’s and Good Loop to help us sustain and grow this movement for our ocean”.

For more information, visit https://www.sharpsbrewery.co.uk/doombar

[1] Number 1 Cask Ale in the UK in volume and value, CGA On-Trade, MAT to 29th December 2018.