Avallen Spirits Addresses the Global Climate Emergency in Clever Ad Campaign
Planet-positive spirits brand, Avallen, has chosen globally recognised media title, National Geographic Traveller Food, to launch its new creative campaign, which is designed to drive greater consideration of sustainability and environmental impact within the drinks sector.
Based on Avallen’s brand mission to be the most planet-positive spirit brand in the world, the campaign will appear in National Geographic Traveller Food in its first design iteration, highlighting both the raw material used to make the Calvados and linking to its sustainable brand values: “It’s Crunch Time” relates to the crunchiness of apples while emphasising the urgency of the global climate crisis.
Two more designs will follow in other media partners, such as Positive News, with “Keep It Crisp” messaging linking to both the quality raw material and a plea to address global warming (crisp being the opposite of warm) and “A drink you can sink your teeth into” giving a nod to the CO2 ‘sinking’ benefit of the apple trees used to make Avallen. The campaign was created in collaboration with award winning female-founded drinks agency Wonderworks Communications.
Since its launch in 2019, Avallen has set out to become the most planet positive brand in the world, already winning a number of awards including Drinks Business Green Launch of the Year 2019, Spirits Business Award 2019 for Innovation in Packaging Award and Best Company at the Sustainability Spirits Awards – to name just a few.
Avallen, which means ‘apple tree’ in Old Cornish, is a Calvados; a traditional cider brandy made entirely from apples, water, and time. It’s founders, Steph, and Tim, believe that the humble apple is by far the most sustainable raw material to make alcohol from but whilst the cider brandy industry is typically associated with old-fashioned producers, Avallen represents a younger, fresher vision to simultaneously save the planet and help put apple brandy back behind the bar.
Tim Etherington-Judge, co-founder of Avallen, said: “We are so passionate about Avallen’s new creative ad campaign. The primary message is that sustainability is at our very core – everything from the liquid inside, to the plastic-free bottle, the flower-powered POS and the label that is made from waste apple pulp, is as sustainable as we can make it.”
Avallen recently announced its latest partnership with 1% for the planet via whom they will be donating to organisations and charities that champion the protection of bees, the restoration of their habitats and the ban of harmful neonicotinoids. Avallen also has the goal of planting 10,000 flowering plants in their first three years since launching in 2019 through bartender activations, clever POS and restoring wild meadows at its distillery.
Stephanie Jordan, co-founder of Avallen, commented: “We’ve set out to be the world’s most planet-positive spirit to prove that you can still enjoy a delicious tipple guilt-free, and the planet doesn’t have to have a hangover. How amazing is that?”
Avallen’s commitment to sustainability is so strong, that it’s soon to release a completely transparent Sustainability Report, showcasing the complete life cycle of Avallen, and how much promoting regenerative agriculture into our food & drink supply chain is pivotal to tackling the climate emergency and catastrophic biodiversity loss.
For more information, please visit: https://avallenspirits.com/