Diageo-owned alcohol-free spirit brand Seedlip is launching a new marketing campaign in the UK. The advert will appear on social, digital and BVOD and will be supported by up to £1m media investment over a year.
With many adults looking to moderate their drinking, the campaign aims to cement Seedlip’s position as a leader in the alcohol-free category.
The ‘Drink Interesting’ advert features the Seedlip flavours Grove 42, Spice 94 and Garden 108 and champions the serves that can be enjoyed with the liquid, whilst celebrating moderation.
Lucy Barrett, Marketing Manager for Alcohol Free Spirits, commented: “The demand for alcohol-free drinks continues to grow, and Seedlip has always been a pioneer within this space so it’s important, as the category evolves, that it remains at the forefront of trends and champions the incredible quality and craft that alcohol-free Spirits have to offer.
“Seedlip has never been about replacing your favourite alcohol drink. Instead, it is a celebration of flavours that are unique and worth showing off. With this campaign, we’re inviting consumers to ‘Drink Interesting’ – we want to open up a world with more choices so that you can say yes to more!”
NAM Implications:
- A clearly defined market segment.
- i.e. insulated from their normal alcohol portfolio.
- All it requires is keeping its No.1 position.
- And Diageo appears to be pressing all the right buttons…
