Seedlip is bucking the Australian cultural mentality that not drinking is boring with its new non-alcoholic spirit campaign, launching nationally today.
The campaign – ‘Bye Bye Boring’ – aims to further educate Aussie consumers on what to drink when they’re not drinking and the exciting options now available, supporting the shift in drinking culture.
Seedlip launched four years ago in the UK as the world’s first range of distilled non-alcoholic spirits and is now leading a global movement in offering consumers a greater range when it comes to non-alcoholic choices.
With the latest results from Roy Morgan showing there has been a steady consumption decline in the last five years across all major alcohol categories, Seedlip is championing the mindful drinker and celebrating JOMO (the Joy of Missing Out).
Seedlip Asia Pacific General Manager, Adam Ballesty said: “Australian’s 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.”
Seedlip has partnered with media agency Carat for the non-alcoholic spirit campaign.
Seedlip Founder & CEO, Ben Branson said: “Having just launched our first-ever advertising campaign in the UK and the US, 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!”
Seedlip drinks to the future in the UK
Diageo, which bought a majority stake in Seedlip in August 2019, launched the first campaign for the non-alcoholic spirit brand on January 12 in London and Manchester. The campaign is appearing across rail, underground, buses, billboards and digital.
Developed by Seedlip’s Europe marketing director Ben Thomson alongside creative agency And Rising, the new campaign features the tagline ‘Drink to the Future’.
Branson said: “To be kicking off 2020 with our first-ever advertising campaign is incredibly exciting and a very proud moment as I look back at what we’ve achieved in just four years…we are still just scratching the surface of non-alcoholic spirit’s potential and this advertising campaign will take us another step closer to our aim of making sophisticated non-alcoholic options as relevant as their alcoholic counterparts.”
