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
66% of Millennials are making an effort to drink less
The Atlantic, 2019
UNLEARN & LISTEN
IS IT TRUE THAT MILLENIALS ARE GOING SOBER?
Consumer's attempt to reduce alcohol consumption
PenETRATION OF ALCOHOL CONSUMPTION
“Dry” trends limit the non-alcoholic category to be a seasonal product
And they are offensive and annoying
SOLVE THE CASE
SEEDLIP – DRINK IT WHENEVER
WAS SELECTED AS THE WINNING CAMPAIGN