WORK WHILE UNTOXICATED
Athletic Brewing Co.
With Athletic Brews, we’re encouraging you to drink on the job… because it’s non-alcoholic.
Uber while UNTOXICATED
To launch UNTOXICATED, Athletic Brewing will use drinking while driving on the job to their advantage by flooding LAX with their own Uber Drivers for one day.
Engaging in “fraternal activities” in the ride share section, these Uber drivers will slam as many Athletic Brews as possible while safely transporting passengers to their destinations.
Reactions from passengers will inevitably be posted on social media, stirring up concern, controversy, and confusion.
Doubling down
After cultivating an appropriate amount of outrage, Athletic Brewing will reveal it was our drivers who were completely untoxicated and it was all caught on camera.
We’re making it clear that not only is drinking while driving okay, but so is drinking on the job as long as it’s with Athletic Brews.
OOH while UNTOXICATED
Since drinking on the job isn’t just for Uber Drivers, Athletic Brews will roll out commercials and OOH to show that everyone from pilots to heavy machinery operators are allowed to work while belligerently untoxicated.
Industry brews
Did you know that 99% of on-duty police officers have never been bought a beer? It’s sad but true.
Thankfully, Athletic Brews will show some appreciation with a line of industry specific beers.
On-the-clock packaging
Have 5 - 9 beers during your 9 - 5 with Athletic Brew’s new on-the-clock packaging.
From 5-gallon beer bottles compatible with the top loading water coolers in your break room, to beer filled IV bags… drinking on the job has never been more efficient.
A cupholder for every jobsite.
Society has changed its stance on drinking on the job, but our products have not followed suit.
Introducing accessories for Athletic Brews, the only supplies you need to safely drink on the job and while driving.
The sober showdown
To end our campaign with a bang, Athletic Brews will partner up with Barstool Sports for the Sober Showdown.
In this YouTube event - professionals from all industries will go head-to-head in drinking games, backyard sports, and classic fraternal challenges to settle the ultimate debate — which career is the best.
Copywriter: Sam Horton // Art Director: Mark Aurelius-Ross Cooper