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McGuigan partners with The Three Drinkers on mental health campaign
Australian wine brand McGuigan has partnership with Helena Nicklin and Aidy Smith of The Three Drinkers on a series of videos designed to lower anxiety levels.
Called ‘Mind, Sense & Soul: Life Hacks for a Calmer 2021’, the campaign, in partnership with McGuigan’s alcohol free brand Zero, kicked off on 4 January with the duo offering viewers tips and coping mechanisms that have helped them to deal with anxiety and face 2021 in a positive light.
Nicklin and Smith have made 12 videos that can be viewed on The Three Drinkers website and the presenters’ social media channels throughout January. Each episode explores a variety of coping mechanisms people can utilise, from lighting and scent to writing, breath work, CBD and improving gut health.
“We’re incredibly thankful to McGuigan for helping us push this campaign further. As someone who has lived with tourette’s syndrome since the age of seven, coping mechanisms have had a colossal impact on my life.
“I’m humbled to be able to share these with people at a time when they need them the most,” Smith said.
Nicklin added: “2020 was a difficult year for so many people and we’ve been open about our own experiences of dealing with anxiety during that time.
“As we near the final lockdown hurdle of this pandemic, now more than ever, it is crucial that people look after their mental health and wellbeing; and we are here for you.”
Julian Dyer, chief operating officer at Australian Vintage, said he was delighted to be working with Nicklin and Smith to flag up the importance of looking after your mental health.
“It is important that we continue to execute these types of campaigns to maintain strong growth and continue to build brand awareness.
“At McGuigan, we have always strived to provide a variety of wines giving our consumers choice.
“Zero is an extension of this for consumers who choose to drink less or no alcohol as part of making better life choices, which fits perfectly with this campaign,” he said. According to recent Nielsen data, McGuigan Zero is now the third largest alcohol free wine brand in the UK.