Diageo launches Seedlip’s first ad campaign
Drinks giant Diageo has led the fight to keep sales buoyant during January by launching its first advertising campaigns in the UK and US for non-alcoholic ‘spirit’ brand Seedlip. It is the first time that Diageo has set up an ad campaign for Seedlip, after upping its investment in the popular non-alcoholic brand to a ‘significant’ majority stake in August 2019. Developed by Seedlip’s EU marketing director, Ben Thomson, alongside creative agency And Rising, it features the strapline: ‘Drink to the Future’, which sits above a bottle of Seedlip and is framed by the key botanicals that make up the booze-free ‘spirit’.
The campaign, which was launched on 13 January in London and Manchester, appeared in railway and London Underground stations, on buses, billboards and digital, while a separate digital campaign launched in the US based on making the brand applicable to “every” kind of drinker.
Diageo bought a 20% stake in Seedlip in 2016 through its Distill Ventures division, an incubator for emerging drinks brands that provides funding and guidance to help the companies boost their own profits and expand their reach. Emma Wykes, Seedlip COO, said: “We know people are looking for greater range when it comes to non-alcoholic choices, and we hope that with this creative we will inspire both new and existing Seedlip consumers.”