Diageo (the alcoholic beverage giant) came to BIC with an interesting challenge. After buying the popular UK non-alcoholic spirit brand Seedlip, they realized they had no idea how to sell a non-alcoholic spirit to the US market.
Target market research (focused on 30 to 50 year old women) showed us our target wants things conveniently, but also appreciates the time it takes for handcrafted experiences.
This research gave birth to our insight, in a world where convenience reigns, some people still crave complexity and exclusivity.
So we created a mysterious invite only society, challenging members to master skills of mixology, using Seedlip.
Team: José Fresán | Christina Kofron | Vanessa Caro | Melissa Lee | Cecilie Mengel | Lena Khalifeh | Mohammed Amribet | Michelle Li | Me
A campaign this ambitious needed a name and tagline that could draw in Diageo and our target.
The campaign manifesto set the tone and energy for our campaign.
Our campaign kicks off with partner influencers sharing envelopes containing invitations to a mysterious society on social media.
Mysterious ads begin to hit Instagram, creating buzz about the society.
Seedlip’s "S" symbol is strategically placed “gorilla” on walls in targeted markets to keep buzz and curiosity about the secret society up.
"Seedlip Society Suggests" shelf tags will be placed alongside obscure ingredients needed for various Seedlip cocktails at Williams Sonoma, our partnered retailer.
Shoppers who come near our in store display will receive an air-dropped coupon for a free starter kit, limited to the first 10 at each store location.
Each starter kit includes a bottle of Seedlip, cocktail tools, and a special ingredient. Most importantly, they contain a unique QR code to download the Seedlip Society app.
The Seedlip Society platform is the home base of our campaign, a central location where members can connect, learn, and master the craft of cocktail making. Built on gamification, the more you learn, the faster you level up to exclusive rewards.
All Seedlip Society members who reach apprentice level by fall of the first year will receive their first reward, an invitation to the IRL Seedlip Farmers Market. Hosting farmers with unique ingredients from around the world, at locations including Manhattan, Atlanta, Chicago, Portland, and San Francisco.
The farmers market experience is of course shareable, and members who do share about their participation will earn more points, leading to even more rewards…
The first 10 Seedlip Society Members to reach the level of Master will be invited to participate in the Master’s Journey. A trip to Europe where they’ll have the opportunity to visit strategic locations critical to the finest of Seedlip cocktails.
Of course not everyone shops at Williams Sonoma, for many their introduction to Seedlip will be on-premise at a bar that stocks it. Our campaign didn’t forget about them with on-premise specific entry points to the Seedlip Society.
The bar back is a sacred area inhabited by bartenders who have mastered the craft of mixology, that’s exactly where Seedlip needs to be too. We designed a Seedlip branded bar tool chest and a bar poster cool enough to steal.
