Introducing the Non-Alcoholic Wilderton Spritz
Wilderton crafts non-alcoholic botanical spirits with the precision and passion you might expect from their premium, alcohol-based cousins. They reached out to us to help them tap into the summer spritz craze with their hero product, Wilderton Bittersweet Aperitivo (think Aperol minus the alcohol). Our job was to name the spritz and create a campaign that spoke primarily to the female Gen Z audience – a generally health-conscious group that’s driving the recent enthusiasm in the non-alcoholic space.
“HOW REFRESHING” CAMPAIGN
Featuring :30 and :15 cutdowns, our “How Refreshing” campaign was a success for a number of reasons. It created aspirations for summer fun, it had serious “appetite appeal,” it spoke to women without alienating men, and – with a unique illustrated look created by UK artist David Doran - it turned heads in the brutal attention economy of social media.
Our “How Refreshing” tagline was a perfect double entendre. On one hand, it indicates a tasty summer drink. On the other hand, it gives a slightly-sarcastic nod to the fact that non-alc drinkers finally have a healthy cocktail that actually tastes good. How refreshing.
DIGITAL & SOCIAL
8% Conversion
Our paid social spots performed beautifully with an astounding 8% conversion rate in retargeting. Yes. 8%. That’s not a typo.
NAMING THE NON-ALCOHOLIC WILDERTON SPRITZ
A fair amount of thinking went into naming “The Non-alcoholic Wilderton Spritz”. It’s a drink created with a non-alcoholic product called Wilderton Bittersweet Aperitivo. That’s actually what we’re selling here. But that might create some confusion. After all, we were really marketing a spritz - a well known cocktail. Our name had to appeal to the spritz drinkers immediately. It had to say “spritz.” So we knew we had to avoid the very strong temptation to use the actual product name by itself.
Our name had some more work to do. Such as introducing a fairly new company. And speaking directly to the non-alc crowd. So it may seem obvious when you read it now. But “The Non-alcoholic Wilderton Spritz” is a carefully considered cocktail name that does some serious heavy lifting.
ON-PREMISE CAMPAIGN EXTENSIONS
Extending the magical illustrated world we created for the Wilderon Spritz, we designed a number of collectible and memorable on-premise marketing pieces such as tote bags, coasters and framed art.
SWAG WITH SWAGGER
