Planting a Seed for the Future

Described as a nature company on a mission to change the way the world experiences no- and low-alcohol beverages (the so-called nolo category), Seedlip exists to solve a familiar dilemma: What to drink when you’re not drinking. As the world’s first distilled non-alcoholic spirits brand, the company is inspired by the age-old book, The Art of Distillation by John French, which documents non-alcoholic recipes used to solve medical illnesses of the time through the combining of nature and alchemy.

Since Ben Branson founded Seedlip four years ago, as the practicing of self-care has become top-of-mind among consumers, the category thrived while competition increased. With the flip of the calendar and in time for the annual trend of Dry January, Seedlip opened 2020 with its first-ever advertising campaign, Drink to the Future. Reflecting the brand’s image and tone of voice with an inspirational call to action based on daily habits and special occasions, the team focused on looking ahead.

“[We know people are looking for a greater and more sophisticated range of drinks when it comes to non-alcoholic choices. We recognize that many people, particularly at the start of the year, make lifestyle changes and the campaign was a progressive and positive message to tap into what ‘the future’ means to the consumer],” noted Ellie Sparrow, brand and communications director – Great Britain and Europe, for Seedlip.

As a pioneer in the non-alcoholic spirit section, the launch of the above-the-line campaign allowed the company to continue leading this space and introduce more people to the name. And Rising, the London-based advertising agency, created Drink to the Future, which reached a wide audience with a media mix that spanned rail, underground, buses, billboards, and digital in London and Manchester. In addition to running across national OOH media, it generated awareness via paid social media and word of mouth. In partnership with Time Out and more than 40 bars, the team provided free Seedlip cocktails throughout the month of January to invite consumers to drink up during what is traditionally a quiet period for the hospitality industry. The campaign’s pitch: The future of socializing and drinking can be sophisticated with or without alcohol.

Considered a success, Drink to the Future introduced Seedlip to a larger national audience and received positive feedback. 

The Impact

January 2020 being its biggest month to date in terms of overall sales, Seedlip reached 3.5M+ consumers across OOH media alone.

In some cases, the team noted a 95% increase in sales in a number of its off-trade stores that implemented OOH advertising.

Due to the long-term brand building project, Seedlip experienced a significant increase in overall (and national) brand awareness.


May.
2020
Posted in Advertising Campaigns
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