SEEdlip

THE CASE |

Diageo, the British multinational alcoholic beverages company, challenged our agency Thumbprint, against other three agencies, to create an integrated marketing campaign with the objective of accelerating the launch of a new, non- alcoholic distilled spirit: Seedlip. 

SEEDLIP is distilled from high quality ingredients using a time-tested process. The drink is associated with premium, non-alcoholic cocktails, not mocktails served across high end cocktail bars and Michelin rated restaurants around the world. 

 

 

WHAT WE FOUND

THE DEMAND AND OFFER FOR NON-ALCOHOLIC DRINK OPTIONS IS GROWING

 

Non-alcoholic beer & wine global market forecasted to reach

$30 Billion By 2015

Global Market Insights, 2019

OFF-PREMISE DEMAND IS GROWING

 

Growth of non-alcoholic cocktail offerings on menus +200%.

Source: Nielson, 2018

 

Also, alcohol sales are growing.

 

Sales of spirits grew 4% in 2019.

Source: Stadista 2019 

51% of adults want to reduce their alcohol intake

Nielsen, 2019 

 

66% of Millennials are making an effort to drink less

The Atlantic, 2019

 

UNLEARN & LISTEN

IS IT TRUE THAT MILLENIALS ARE GOING SOBER?

We conducted a series of focus groups, IDI’s with consumers and bartenders to find out.

 

INVESTIGATION

DECODE

Consumer's attempt to reduce alcohol consumption

Nielsen, 2019 

 

 

VS.

PenETRATION OF ALCOHOL CONSUMPTION

Stadista, 2019

“Dry” trends limit the non-alcoholic category to be a seasonal product 

And they are offensive and annoying

SOLVE THE CASE

 

TRIAL

SEEDLIP – DRINK IT WHENEVER

WAS SELECTED AS THE WINNING CAMPAIGN

BY DIAGEO

ANDREA BAEZ – DIRECTOR OF DATA & INTELLIGENCE

NATASHA KHEMRAJ – PROJECT MANAGER 

RAYMOND SEIN – DIRECTOR OF STRATEGY

MELISSA ORR – CREATIVE DIRECTOR

CARLOS MATIAS – COPY WRITTER

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