MISSION:
Seedlip, Diageo's distilled nonalcoholic spirit, is on a mission to change the way the world drinks with the highest quality non-alcoholic options. Unfortunately, Seedlip has a lower awareness in its US Market, compared to its UK market. Introduce Seedlip to the sober-curious US millennials, and break the stigma of sobriety among this audience.
UNLOCKED INSIGHT:
People don’t miss the alcohol, they miss the sociability. Grabbing a drink was their invitation to come together and socialize. Without drinking, they were missing out on social moments.
GAME PLAN:
Position Seedlip as the non-alcoholic spirit that deepens the connections of the drinkers...through "deep-seeded," or intimate conversations.
People who try the sober curious life soon realize drinking serves as their social bond & the thought of being confined to mocktails (a.k.a. non-alcoholic drinks) itself is so isolating!
I mean, what better way to build conversations than over a delicious and sophisticated beverage? And who can deepen those conversations but Seedlip, a drink that can make conversations matter? Deep-Seeded Conversations is a campaign built to catapult Seedlip to the forefront of sociability…to let Seedlip own meaningful conversations by encouraging people…and giving them the tools to stay engaged in their day-to-day exchanges with each other and turn them into deep conversations that build into meaningful socialization.
Make it Matter Meter
But how do we measure the depth of conversation? Easy...we want the bottle to be the literal measuring tool of conversation depth. How? We’re going to write on the bottle. Every bottle will have a window stripe called the “Meter for Conversations That Matter.” The more you drink, the deeper the conversations yet. We’ve associated the bottles with three types of connections: those between family, friends, and potential colleagues.
For deep conversations between family members, a bottle of Seedlip Spice 94 because family conversations tend to get bold. The light and refreshing Grove 42 bottle’s Meters for Conversations that Matter take friends from expressing gratitude by reaffirming friendships to discussing insecurities, While the most sophisticated bottle Garden 108 encourages networking conversations by having people speak past their professional goals into life-changing work experiences.
Deep Conversations At-Home Kits
The kit features a bottle of seedlip, a mixer, glasses, and the Seedlip Conversation bingo card. The At-home kit fosters the most intimate conversations, the ones we have at home The retail kit also comes with a consumer survey that asks how much did you enjoy your conversation rather than simply how much did you enjoy the product.
Print Ads
To continue to get consumers into immersive "deep-seeded" conversations. We wanted to reimagine what a print ad for Seedlip would look like, but be innovative beyond your typical OOH and print. We created a series of OHH and prints add, that follow the look and feel of our campaign.
Print Ads...with Interactive Capabilities
And turning our ads into an online experience where people can use their smartphones to scan the ads, answer questions pertaining to deep conversations, share their answers, and invite their friends and family. We will later leverage social media and later part of our print and OOH campaign.
BONUS ROUND:
Deepest Conversation Regionals
At this point in our campaign, things are really moving; we’ve got the social print, Diageo engaged, and people are starting conversations all over social. They’re in the digital space. So how do we get back to the physical? We want to do a competition called the Deepest Conversation Regionals.
In this example, we pit Austin, Texas vs. Portland, Oregon
We’ll measure deepness of a regional conversation via the regional scale
1, Greetings in passing, 2. Sharing news , 3. Share a common cause, 4. Community service, 5. Community Innovation
1, Greetings in passing, 2. Sharing news , 3. Share a common cause, 4. Community service, 5. Community Innovation
We’ll run local TV spots that have each region calling each other out for being not as deeply connected to drum up competition and anticipation. The local spots will bring name recognition to Seedlip, as well as awareness for the national competition. And we’re going to put them on night news + gov’t sites that cities already have.
Meanwhile, the mayors will be our biggest influencers online. We want them to continue encouraging a competitive spirit and address the deepest conversation regionals. We want them to brag about their hometowns and get more regional areas talking.
Deep-Seeded Conversation Coasters
Bartenders and servers who are experts in starting conversations with their clients and recommending drinks that can help those conversations start. We created "deep-seeded" Conversation coasters with conversation starters to help drinkers have deep conversations while enjoying a drink at the bar.
Wrapping up campaign showing all that Seedlip has done for deep conversations...
Traveling pop-up Seedlip Museum
Traveling pop-up Seedlip Museum of Socialization visualizes study results obtained from the Conversation Audit and Seedlip Deepest Conversation Record events such as what conversations look like across the US right now, while also spotlighting the contributions deep conversations have made to our society. Include topics most talked about, ways people communicate, etc. As a reward, we will provide them with a bottle of Seedlip, and feature their messages in our museum to exemplify deep conversations.
CREDITS:
Account - Nicole Alexander
Strategy - Roxie Xie, Sanjana Chowdhury
Creative Director - Carmen Quang
Art Direction - Kenneth Medina, Diana Arutyunyan, Carmen Quang, Amera Lulu
Copywriting - Carmen Quang, Kenneth Medina
Public Relation - David Puccio, Everett Mitchell
Comms Planner - David Puccio
