How do you communicate the dangers of having sex when drunk to students in a way that’s fun, interesting and won’t scare students off from having sex completely? You create a fictional brewery, that’s how.
With the ‘Sex on Tap’ campaign we set up the ‘Morning After Brewery’ at university student unions, to get messages about alcohol and sex to over 6,000 UK students where they needed it most – the pub.
Three re-branded ales were on sale; ‘Rampant Regrets’, said to have a quick and unsatisfying finish, alongside ‘Inebriated Infidelity’ and ‘Naked Indiscretions’. And from beer pumps and beer mats, to glasses, staff uniforms and even condoms, we created branded social content, to share the feelings of people who regretted ‘the drunken night before’.