SOBER CURIOUS

In partnership with The Racket Club agency, we were tasked with building the sober curious category in SA while profiling Lyre's Non-Alcoholic as the world's most awarded non-alcoholic spirits brand.

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THE PROBLEM

The non-alcoholic spirits was relatively new in SA. We needed to launch the brand with a very small budget and without an official launch event.

 

THE SOLUTION
We seeded content monthly to educate & grow the category by leveraging tactical observances and unique amplification opportunities.

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THE RESULTS

We hosted several media masterclasses and alongside editorials we delivered over 200 bottles of Lyre's to radio DJ's and journalists during tactical observance days. We achieved 106 published articles over the 8 month campaign period with a reach of over 51-million. The exposure resulted in key listings in retail outlets for the brand.