“Hug a Tree, Not a Person” encourages people to go outside and hug a tree. Why? A study suggests that hugging a tree releases the same “happy chemicals” in the brain (oxytocin and dopamine) as hugging a person. So hugging trees will be a great substitute until it’s safe to hug other people again.
Cerveza Patagonia has always championed the restorative feeling of being outdoors, including planting a tree for every case of beer sold through a partnership with the National Forest Foundation and their recent “Tree Protection Program” campaign. “Hug a Tree” is the latest way the brand is harnessing the power of nature to help consumers cope.
The campaign is running in Florida across traditional, digital and social media and also includes a partnership with Drizly where Floridians will get a coupon for a free case of Cerveza Patagonia when they share tree hugging photos with #HugATreeNotAPerson.