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  • July 29, 2021

The ‘Dry Ass Pinty’ crowned the 2021 Innovbev “Best Marketing / Social Media Campaign”


If you want a dry month, then do it right 🎶

So.Beer must have done something right during Dry January, because the non-alcoholic ‘beer with benefits’ has just bagged the 2021 InnovBev award for “Best Marketing / Social Media Campaign” for DAP (Dry Ass Pinty)!

DAP (Dry Ass Pinty), a rap video, riding the cultural wave of Cardi B’s hit ‘WAP’ called on Irish people to go on the dry in January and start 2021 in a healthy way. The fun, energy-filled tune featured the amazing Irish rap talent, Evans Junior and Celaviedmai, along with some special performances from Irish dancers, comics and social media stars, Fabu D and Michael Fry. Partnering with So.Beer, the crew lay down lyrics encouraging people to give booze a break for January.

Comments from some of the judges in this year’s awards panel included ‘Great campaign. Good music and amazing engagement’ and ‘This was the standout in this category…love, love, love!’

The InnoBev 2021 awards celebrated the best in innovation across the global soft drinks industry, and this year they attracted a record 180 entries worldwide across 13 award categories.