launching new product / pitch
client: Diageo
under
stand
ing
PROB
LEM
ASK
OPP
ORT
UNITY
Seedlip is a non-alcoholic spirit relatively new to US market: we need to raise awareness and sales.
Create a US launch campaign for Seedlip, a non-alcoholic spirit, that will get people to buy bottles for home and order Seedlip when they’re out.
-
Seedlip is a well-crafted premium product
-
Category is growing
-
Off-Premise demand is growing
-
Consumer interest is growing
re
search
ing
LAND
SCAPE
OUR
AUDI
ENCE
The Non-Conformists
Female & Male
Millenials
Leaders, not followers
mille
nials
Over 1/3 of Millennials
Identify as Non-Conformists
Leadersnot followers
1.5x More likely
than gen pop
“People often copy what I do or wear”
1.5x More likely
than gen pop
To try new things no one else has
1.5x More likely
than gen pop
To convince people to try new things
what human truth stands behind this?
“People are drinking the same or more... probably more. Beer sales went down all over the world but spiked sodas and hard liquor grew exponentially due to the lower calories and people dieting a lot more.”
“I've been a bartender for 10 years and I haven't noticed a difference in consumption. Drinks change, food changes, trends change but people always need to drink.”
“The only time of the year when most people stop is "Dry January.”
“What I hear from my AUD (alcohol use disorder) patients is they feel like these movements are undervaluing or minimizing the severity of their problems.”
“Dry January is not for people wishing to better their lives. It's for people who wish to publicly better their lives, and inadvertently shame those who continue to indulge in the semi-frequent glass of wine.."
If another person says "sober curious" to me I'm gonna punch them in the neck
disc
over
ing
IN
SIGHT
Trendy is the enemy of cool
BAR
RIERS
Seedlip is unknown
Seedlip isn’t in demand
The sober-curious trend goes unquestioned
People feel obligated to follow the sober-curious trend
People don’t know how/when to drink Seedlip
A functional message limits us. We should shift our priorities to win long-term - and win a category through an innovative position.
SOL
ution
Instead of functional
“What to drink when you’re not drinking”...
... we would switch to emotional:
“No apologies when you’re not drinking”
Instead of
focusing on competing in
Dry January
... we would switch to winning the “whenever” moments every other day of the year
Create a campaign that takes a stand against moderation being turned into something trendy
BIG
IDEA
cre
at
ing
We are going to increase visibility dramatically.
Seedlip’s physical availability is virtually zero.
For our campaign to work, people need to see Seedlip everywhere. We’re going to take it into people’s line of sight. Make sure they see it - in physical space & virtual space both, increase as much as we can everywhere. We’re going to do it in an intense burst starting in October.
PRE-CAMPAIGN:
THE FLOOD
MISSION: INCREASE VISIBILITY
KILL SOBER CURIOUSITY
At 00:00 on 1.1.2021 Seedlip is going dark. Completely. This means you won’t be able to get it in Dry January. That’s because we’re here to make a point that you don’t need a month in January to tell you not to drink. Seedlip is something you can drink—whenever
PHASE 1: BLACKOUT
MISSION: INCREASE VISIBILITY
Seedlip is going to troll sober curious movement and promote the "Drink it whenever message".
That would include social media ugc campaigns, Seedlip Trucks going around the country, Twitch and IG live "Whenever Happy Hour" and involvement bartenders by master-classes and Seedlip Certificates.
PHASE 3: WHENEVER
MISSION: MODERATION
Leave behind
mea
sur
ing
-
5,280 9L cases sold on premise
-
7,920 9L cases sold off premise
-
7,200 9L cases sold online
-
240 Demos
-
18K People Sampled
-
90 Avg Per Demo
-
100+ Earned Media of press, social, and broadcast mentions