Talk It Out: VML, Yeastie Boys Present Men With 'Blokequet'

Mental-health issues, such as depression and anxiety, can be a difficult subject for some men to address.

In 2021, there were an estimated 57.8 million adults aged 18 or older in the United States with AMI (Any Mental Illness), according to the National Institute of Mental Health. This number represented 22.8% of all U.S. adults. More females with AMI (51.7%) received mental-health services than males with AMI (40.0%).

An ad agency in New Zealand, which noted that self-harm among men in the country is a major concern, found a novel way to address the issue — an unusual bouquet.

The VML agency partnered with Yeastie Boys, a small multinational brewery in the the country, for a drinkable bunch of flowers called Blokequet.

Yeastie Boys wanted to give men a reason to socialize over a beer — and an opportunity to talk about their feelings. The spot is here.

Blokequet is being sold as a limited-edition release. The new drinkable bunch of flowers, brewed with earl grey blue flower, is a 2.5% pale gold, with little bitterness and an explosion of "floral" tropical and citrus fruit flavors. 

Each can sold is also a donation to the I AM HOPE foundation, supporting the youth of New Zealand.

Joshua Sanford, Yeastie Boys General Manager, said: “We know we need to open up to our close mates — but showing up with a bunch of flowers isn’t the typical thing to do…showing up with some beers and having a chat is. The Blokequet doesn’t just start meaningful convos, it also supports the important I AM HOPE Foundation.”

The Blokequet is available at selected bars and liquor stores, and while supplies last, will be sold in a traditional bouquet-style arrangement, with beer instead of flowers, to share with friends.

Kim Pick, executive creative director, VML New Zealand, lauded the partners who have supported the effort “to get men checking in on each other and to raise awareness for men’s mental health.”


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