There’s nothing quite like relaxing with a premium G&T in hand – but can we talk about the effects of our alcohol intake? Pernod Ricard is an old friend of instinct; and our fifth project with the drinks giant marked a departure from the usual. The launch of CEDER’S, a distilled, no-alcohol, botanical alt-gin, answers the call for quality alternatives to alcohol with Classic, Crisp and Wild varieties.
Our #EverydayEscape movement placed a soft focus on alcohol consumption for the CEDER’S launch. It’s not about giving up, just picking your moments – and knowing that a sophisticated substitute has finally arrived. We focused PR outreach on the health benefits of cutting down, as ever more Brits actively hunt genuine alternatives. Our 6 on-brand influencers drove awareness throughout autumn, encouraging followers to set aside modern-day stresses and enjoy a CEDER’S.
Results
This PR campaign achieved coverage in titles such as GQ Online, Woman & Home, DOSE, Sunday Times STYLE, TheTimes.co.uk and BBC Radio, hitting 100% of KPIs in just 2.5 months, with reach of 131 million. The official CEDER’S influencer account grew by 20% in 3 weeks – and due to exploding demand, CEDER’s have had to increase production.