Seedlip

Seedlip Drinks, a non-alcoholic spirit, came to us to help bring awareness to the US market and get a jump on the growing trend of non-alcoholic alternatives. 

Spring 2020 Team:

  • Nicole Alexander

  • Diana Arutyunyan

  • Sanjana Chowdury

  • Everett Mitchell

  • Kenneth Medina

  • David Puccio

  • Carmen Quang

  • Amera Rime-Lulu

  • Roxie Xie

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The brand identified awareness and becoming a key player in the growing category as a goal.
But, I found it interesting that a company with the biggest globally recognized alcohol brands
embraced a non-alcoholic product. 

I needed context, so I began digging. 

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dig through the data

I started with an understanding of the: 

wellness category 

The non-alcohol alternative demand is on the rise due to health-conscious millennials

57%

51%

of people want to eat healthier

want to have a balanced diet

Americans, particularly Millennials, are redefining what “healthy” means to them. Health is holistic; mental and physical health and one affects the other.

Then I looked into: 

non-alcoholic beverages 

to learn how this new category is growing and adapting

42%

are reducing consumption because of health reasons

37%

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65%

 of Americans aged 21 to 44 are trying to significantly reduce their alcohol intake

are reducing consumption because they are going out less

51%

are increasing consumption because they are socializing more

41%

are increasing consumption because they are going out more

Something jumped out during this round of digging: 

"I feel like alcohol is the new cigarettes. Smoking was completely socially acceptable 20 years ago. Fast-forward a couple of decades and people will drink and use alcohol much differently."

Ruby Warrington, Voice of the Sober Curious Movement

 

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ask questions

Who would be interested in non-alcoholic products?

Millenials

1

Wellness-Focused

2

Recovering Alcoholics

3

Pregnant Women

4

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speak to people

When asked, about current relationships with alcohol and familiarity about non-alcoholic products we heard:

We just grew up drinking with friends, not to get drunk or anything; it was just what you do. When we go out, the bill… I can’t. That’s why I’m trying to cut back. I do it for lent and stuff, not even catholic, but I feel good, I'm just bored and lonely. 

“I didn’t go out with my friends when I was trying to cut it [the alcohol], so the first thing I did the next month was to invite them over to my apartment for a Netflix & drink party.”

“Dry January was a hell of an experience… I feel healthier, but missing out my buddies’ Friday happy hour sucks.”

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There was a common theme here.
People loved how they felt without it but, no alcohol meant no friends.

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ask questions

What are the benefits to socialization?

Why are friendships important?

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dig into the data

It was important to understand the benefits of friendships and socialization to see why it's missed so much:

Increases your sense of belonging and purpose

1

Boosts your happiness and reduces your stress

2

4

Helps you cope with traumas, such as divorce, serious illness, job loss or the death of a loved one

5

Encourages you to change or avoid unhealthy lifestyle habits, such as excessive drinking or lack of exercise

Improves your self-confidence and self-worth

3

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create the story x lay the foundation

this made us realize what our insight was:

People don't miss the alcohol,
they really miss the sociability!

this would be the groundwork for what our campaign would be. 

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ask questions x dig into the data

How can we make Seedlip ambassadors of socialization?

What does socialization even mean in Spring 2020?

20%

of people don’t feel comfortable going out to eat at a restaurant or cafe for at least six months

25%

people don’t feel comfortable going to a party or social event for at least six months

63%

cited the ability to socialize with friends and family again as a sign of normality

lay the foundation, lite

Seedlip is a catalyst to help get people talking again!

A catalyst for social change.

This was our mentality while developing creative concepts and strategies!

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fight for what's right!

This uses a national issue to bring awareness on how that issue
will be different in a post-COVID world.  

We had to ask ourselves, will this really bring awareness to the product? Is the greater cause too large for the non-alcohol spirit that’s meant to be used as a base?

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Yes.

This issue impacts the world. 

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Yes.

People often socialize over a shared activity or experience. 

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Yes.

We need meaningful, deep conversations with loved ones. 

1/11

Make it Matter x Deepen your Connections

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