Seedlip is a distilled non-alcoholic spirit, the first of its kind. The product aims to be a premium option to those who don't want alcohol but are tired of lame, overly sweet drinks offered in bars.
Our research told us consumers were positively impacted by Seedlip's taste when they weren't expecting the taste of alcohol. When they learned about the product's distillation, they wondered: how is it that something distilled doesn't have alcohol?
Seedlip's process is the key behind the product's revelatory taste. We created a campaign around Seedlip's founder Ben Branson, pushing his story and original brand assets with rumors and conspiracy theories to create a mystical aura around it. So good, it must be magic!
The campaign kickstarted with regular printed ads placed in NYC Subways:
We got Ben to star on iconic Vogue 73 Questions Series, but he got recorded mumbling in Latim and it got people wondering *WTF*