As a partner of I Am Hope, New Zealand’s leading men’s mental health charity, independent brewers Yeastie Boys were already a brand with a strong purpose for supporting men’s mental health in New Zealand. They were also known for slightly unexpected ways of thinking, making and selling ‘deliciously irreverent beer’.

Ahead of men’s mental health month, they were interested in demonstrating their commitment to men’s mental health, as well as highlighting their partnership and driving support for I Am Hope. They were also willing to experiment with their product, to create something completely new if it could help provoke conversations between men, about men’s mental health in New Zealand.

Most men receive their first flowers at their own funeral. And in New Zealand, where self-harm amongst blokes is way too high, we’re having too many funerals.

So, even though most New Zealand men don’t give each other flowers, they do chat over beers. Together with brewers Yeastie Boys, and New Zealand’s leading mental health charity, I Am Hope, we created a beer made of flowers – the Blokequet.

Designed to provoke conversations and encourage blokes to catch up for a chat about how they’re really getting on, the Blokequet, a low alcohol 2.5% hazy pale ale, is brewed from earl grey blue flowers, selling nationwide, online and in liquor stores and bars, with each can donating a portion of the sales to mental health charity, I Am Hope.

The integrated campaign was launched during men’s mental health awareness month in NZ via direct, film, OOH, and point of sale.

Our target audience was all New Zealand men, who are taking their own lives at alarming rates. The drinkable bunch of flowers was designed to provoke conversations and encourage men to catch up with their mates over a beer, while also bringing awareness to the sad fact that most men receive their first flowers at their own funeral.

Launching in late October, ahead of men’s mental health awareness month, the drinkable bunch of flowers would be sold on tap and in packs nationwide, as a gift between mates, acting as a conversation starter.

Pubs serving Blokequet beer also received coasters that featured conversation starters and directions to the Yeastie Boys website, where they could find more mental health resources.

Each can sold was also a donation to leading men’s mental health charity, I Am Hope.

Blokequet launched in late October ahead of men’s mental health month, at an event at a popular central Auckland bar, attended by high profile mental health advocates like Mike King from I am Hope, as well as social media influencers and beer critics.

The 2.5% Blokequet was then sold on tap and in cans in bars, restaurants, and major liquor stores nationwide, with each can sold a donation to I Am Hope. Each can was a conversation starter with links to important mental health resources - and bars serving the Blokequet on tap received coasters that carried the same message.

At the same time, an integrated campaign was launched via DM packs to key influencers, a film which aired on TV and social, OOH at key sites across Auckland central, radio and point of sale nationwide.

Conceived for men’s mental health month, the Blokequet has now gained nationwide distribution, and sells in bars, restaurants and major liquor retailers across New Zealand.

Receiving accolades from beer critics and mainstream beer drinkers alike, it received overwhelmingly positive social media comments, typified by: ‘Love beer and love men discussing their mental health, win-win. Good on you, Yeastie Boys and I Am Hope’.

Most importantly, the Blokequet has promoted crucial conversations about mental health between New Zealand men. Bringing us a step closer to making sure no New Zealand male has to wait for his funeral to receive his first flowers.