The Brother's Arms
There's no denying it – we all need men in our lives. But too often, we lose them too soon. That's why we created The Brothers' Arms, Britain's first men's health pub.
As the first pharmaceutical company dedicated to men's health, Androlabs' mission is to close the male life expectancy gap. The Brothers' Arms brought this mission to life, transforming Westow House in Crystal Palace into a space where experts, charities and communities united to tackle everything from heart health to mental wellbeing.
Brand marketing | Health education | Value beyond medicine
Looks like a classic boozer but...
We developed a visual language that is reminiscent of the 70's and 80's British pub. Creating a nostalgic environment for our older target age group – something that is familiar to them – while being a novelty for our younger visitors. The wrap-up is a traditional tap house, the content is wholesome, health education.
Health education on tap
Over 3 weeks we ran 7 events with 8 brand partners and 12 health experts sharing their knowledge on everything from fatherhood to male hormones and heart health to mental fitness.
Our social media campaign spread the important message: 'Men, we need you!'
Improving men's health
Whether through our events, health posters or beer mats, the health message got through. Over 250 men and women attended with 77% reporting they would change their health behaviour as a result.
Building brand awareness
The Brothers' Arms put Androlabs into the national men's health conversation. With national and broadcast coverage reaching more than 2million people, 11 thousand engagements across social media, and a wave of positive sentiment, Androlabs has grown it's foot-print and reputation within the men's health community.
