seedlip kill sober curiosity campaign 

Spring 2020 Corporate Capstone Winning Campaign

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BRAND BACKGROUND

Spirits powerhouse Diageo acquired a majority shareholding in United Kingdom based, non-alcoholic spirit Seedlip in August 2019. Diageo wants to create a campaign to launch Seedlip in the United States.

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RESEARCH

* Growth of non-alcoholic menu offerings on menus has grown 200%.

* 66% of Millennials are making an effort to drink less.

* Majority of non-alcoholic brands have jumped on the “Sober Curious” & “Dry January” bandwagons.

* People are still drinking, but want to drink less. Brands are interpreting this as a desire for sobriety.

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INSIGHT

Brands have taken the trend of drinking less as a sign that people no longer want to consume liquor. This isn’t necessarily the case.

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Message

Take a stand against moderation being turned into something trendy.

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kill sober curiosity

Consuming Seedlip should be about a cultural shift, not a trend. The campaign is divided into three phases: Flood: Increase Visibility, Blackout: Create Scarcity, Whenever: Moderation.

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FLOOd: increase visibility

Off premise retailers will be flooded with stock of Seedlip.

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Bars will be filled with Seedlip promotional items. Seedlip representatives will visit bars with product samples.

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Announce influencer marketing component utilizing mega influencers to usher in the New Year with pop-ups in NYC and LA. Target media such as BuzzFeed, Time Out & HuffPost.

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Blackout: Create Scarcity

Beginning Jan 1st, Seedlip goes dark. All product is pulled from shelves and sales will cease until February 1st. Leaving all of the people participating in Dry January without Seedlip. This is an unprecedented move for the spirits industry.

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Studies show that by Jan 15th, people loose interest in Dry January. We want people to utilize the hashtag, #seedliptrolls to call out their friends who abandon their plans for Dry January. The social media posters will be Cocktail Enthusiasts, micro influencers for the brand.

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Whenever: Moderation

February 1st, Seedlip returns to stores and bars across the country. The Seedlip Truck will travel across the country, holding Seedlip Masterclasses at venues in target cities like Austin, Las Vegas and Miami.

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Key performance indicators

* 20% increase in sales across on/off premise and e-commerce.

* 25% increase in traffic across Seedlip social media platforms

* 100,000 minimum impressions via Twitter with the #seedliptrolls hashtag

* Media placements in TimeOut, Buzz Feed, HuffPost

 

Campaign created by Thumbprint: Raymond Sein, Natasha Khemraj, John Holliday-Stewart, Carlos Matias, Jose Garcia, Katie Mochalova, Penelope Herrera, Andrea Baez, Melissa Orr