To consolidate its position as the leading cask ale brand in the UK, Rock-based Sharp’s Brewery has launched its biggest ever marketing and advertising national campaign. In Your Element follows on from its 2019 campaign and will showcase not only the brewery’s commitment to creating exceptional beers but also the unique Cornish environment they’re inspired by.
This summer, Doom Bar invites people to break free from the laptop, return to the passions, people and places they love, making more of the moments that matter and getting well and truly in their element. The campaign aims to reach more than 15 million people through promotional activity in pubs, stores and via print and digital media.
The campaign involves several competitions via national retailers and outlets, running from now until the end of July, giving consumers the chance to win a number of incredible prizes. The top prize is an epic camper van adventure experience including camper van hire for a week for two people, two outdoor jackets, one rucksack, an activity worth up to £200 and £100 fuel allowance. There are 16 golden compasses hidden across a limited number of Doom Bar packs in select retailers. Those lucky enough to find a winning can, must simply twist it open to find the compass and a winning ticket. To claim the prize, the winner should call the phone number on the winning ticket and quote their unique code.
In addition to the ultimate camper van experience, there are a total of 12,101 other prizes to be won, including ten electric mountain bikes, 15 Big Green Egg ceramic grills, ten Rick Stein food boxes or food shopping vouchers, 50 North Face rucksacks or one of 12,000 £10 gift cards for an outdoor retailer. From June 2022, pub goers across select outlets will also receive a scratch card with every pint of Doom Bar purchased for the opportunity to win any of 700,000 prizes (should their card reveal four identical symbols).
James Nicholls, Sharp’s marketing controller, says, “Our home in Cornwall inspires everything about the way we brew and our culture at Sharp’s. Living in such a unique place where the elements combine to offer so many opportunities for an active outdoor lifestyle is never taken for granted. We are all set to inspire new and existing Doom Bar drinkers to explore outside their comfort zone and discover what it means to be truly #INYOURELEMENT.”
James continued, “We’re deeply proud of the adventure we’ve been on with Doom Bar since we began brewing over 25 years ago and can’t wait to share our new campaign and celebrate our Cornish provenance and our flagship beer with even more people in summer 2022.”
Doom Bar is a true Cornish success story, from its beginnings in 1995 to the UK’s no.1 cask and bottled ale brand today. Up to a million pints of beer a week are brewed at Sharp’s Brewery in Rock, where the team brew seven days a week. Doom Bar is sold in over 8,000 stockists in the UK. For further information about Sharp’s Brewery, please see Sharp’s Brewery’s website at www.sharpsbrewery.co.uk.
