What has the feedback been?
Jamie: In France, there's a feeling that life is slowly returning to normal—and at the same time, many people still have symptoms such as these ones. People liked the beers themselves, too—easy to get behind a form of therapy that you can drink afterwards.
How did you promote the beer?
Mark: There are plenty of beer influencers in France—a great gig to get into—so we sent out a bunch of packs with some background, including to influencers who had previously lost their sense of smell and had been vocal about it. Paname also did some Instagram promotion.
How many people have put the beer to the challenge of regaining a sense of smell?
Jamie: Hard to say how people are scientifically using the beers for scent training. What we've definitely seen is a better awareness that you don't have to sit and wait for your smell to come back, that you can hurry it along with some training. For a foodie audience like Paname's, it's good news.
Mark: Yeah, you don't have to sniff cumin jars all day like me. You can do your aromatherapy over drinks.
CREDITS
BRAND: Paname Brewing Company
Brand Management: Michael Kennedy
Brewers: Filippo Ambrosi, Paulo Pinheiro, Baptiste Thíery, Julien Leclancher, Preston Rogosheske, Alexis Maupas
AGENCY: L'ASSOCIÉ
Founder, Director of Creation : Gilles Rivollier
Creative Directors: Mark Forgan, Jamie Standen
Art Director: Chloé Camille
Assistant Art Director: Manon Escarrat
Client Director: Anne-Laure Compas
Account Manager: Marion Tryant
PRODUCTION: L'ASSOCIÉ
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November 09, 2021 at 10:57PM
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These Super-Aromatic Beers Help Those With Covid Regain Their Sense of Smell - Muse by Clio
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