Diageo’s alcohol-free spirit Seedlip has launched ‘Drink Interesting,’ a new £1m marketing campaign that runs across social, digital and video on demand.
Featuring Seedlip flavours Grove 42, Spice 94 and Garden 108, a new advert celebrates moderation and shines a light on how it can be fun, empowering and exciting by demonstrating that people can drink interesting, high-quality, alcohol-free serves.
It comes in the wake of Diageo IPSOS research which found that 74% of adults who are looking to moderate their alcohol consumption are generally seeking options that feel more special than water or soft drinks.
Lucy Barrett, Marketing Manager for Alcohol Free Spirits at Diageo, 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!”
Diageo has a long-standing commitment to promote responsible drinking, a core pillar of its ‘Society 2030: Spirit of Progress’ ESG action plan.
