Carat and Poem launch first campaign for non-alcoholic spirits brand Seedlip after winning media and PR
Non-alcoholic spirits brand, Seedlip, has appointed Carat to its media account and Poem to its public relations and influencer account.
To accompany the announcement the brand has also launched its first Australian campaign, challenging the Australian mentality that not drinking alcohol is boring with the tagline ‘Bye Bye Boring’.
Seedlip is tackling the idea that not drinking alcohol is ‘boring’
The campaign is based on the research insight from Roy Morgan that consumption of alcohol across all major categories has been steadily declining. As a result, Seedlip is offering an alternative for drinkers who dread the day after a night out and is making it okay for non-drinkers to face the social pressure surrounding going out on weekends.
Throughout 2020, Seedlip’s brand messaging will explore a greater focus on balance and wellness across everyday habits and occasions.
Seedlip Asia Pacific general manager, Adam Ballesty, said: “Australians are becoming increasingly focused on moderation and taking note in how best to balance health and lifestyle factors when it comes to getting more out of their day, month or year.”
“Bye Bye Boring is a provocative campaign that calls out the previous underwhelming non-alcoholic options. Seedlip not only tastes fantastic, but with it being alcohol free you can maximise your weekends. We’re thrilled to be working with our partners in Australia’s largest non-alcoholic campaign to date.”
The digital execution for the campaign
The campaign rolls out across metro OOH, digital and point of sale, in a strategy created by Carat to target the key markets for the brand with the most effective channels. Digital partnerships with Broadsheet and Mamamia will be running, and PR and influencer activity will be executed by Poem.
Carat ANZ CEO, Sue Squillace, said: “Our strategy team headed by Danni Wright have put together a scaled launch campaign in collaboration with our media partners to really introduce Seedlip to the Australian market. We are thrilled to be involved with their team at the start of their journey in this market.”
Seedlip founder and CEO, Ben Branson, added: “Having just launched our first-ever advertising campaign in the UK and the USA, I am thrilled to be kicking-off our first Australian campaign. To see Seedlip go from strength to strength across multiple markets has been a very proud moment.
“When I look back at what we’ve achieved in just four years as the pioneer of the non-alcoholic movement, I know we are still just scratching the surface in the potential of the category and this campaign will take us another step closer to our aim of making sophisticated non-alcoholic options as relevant as their alcoholic counterparts. Watch this space.”
Credits
Client: Seedlip Australia
Media agency: Carat
PR & Influencer agency: Poem
Media partners: Broadsheet and Mamamia Outdoor media partner: QMS Media
Great to see AF beverages launched and taking off. Only concern is the price point.
Heineken 0.0 is retailing at $41 a case, yet regular strength is often on special at under $40.
Given there’s no excise to pay, could consumers feel that these products are taking the piss? (pun not intended).
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Good point. Seedlip is about $50 a bottle. I bought some and I felt a bit ripped off. It doesn’t really taste like anything. To be honest, you might as well just suck down a tonic water.
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Can someone explain to the masses how this is anything more than very very expensive cordial….
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Exactly what I thought when I tasted it! I think this product is the biggest con job ever! A $50 bottle of flavoured water with ‘botanicals’! I’m all for moderate drinking, but here is a product that is lacking in substance and relies solely on slick marketing to pull the wool over consumer’s eyes.
But their my thoughts, Im happy to be proven wrong.
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