In 2020, British alcohol giant Diageo asked us to help launch a first-of-its-kind non-alcoholic spirit Seedlip in their US market.
We reimagined Seedlip as the drink for deep conversations in Deep-Seeded Conversations.
We included a “Meter for Conversations that Matter” window strip on every bottle that measured just how much Seedlip it takes to get deep into a conversation. The more you drink, the deeper your conversations get.
The insight: When Millennials go out they don’t miss the alcohol. They miss the socialization. 
We included a “Meter for Conversations that Matter” window strip on every bottle that measured just how much Seedlip it takes to get deep into a conversation. The more you drink, the deeper your conversations get.
To launch, Seedlip took to the streets with print ads in high-traffic areas to create brand awareness. Every ad came with a set of conversation prompts.
We then created a strong social media presence for the brand, launching ourselves into the Twittersphere with conversation-provoking Tweets.
Before long, we received countless deep Tweets from the internet’s most shallow platform.
Once the seeds of the campaign were planted, we made sure Seedlip products were readily available at restaurants and bars in those markets. We created a “Conversation Starters” menu, pairing Seedlip cocktails with conversation-friendly foods, and provided restaurant partners with coasters that keep the conversation going.
With Seedlip’s presence known, we took the campaign further by announcing a regional contest to find the people who have had the deepest conversations over a Seedlip. We created an event with free cocktails and themed rooms to start conversations in and tracked progress through interviews and geofencing data.
We then invited the winners to participate and represent their city in the Seedlip Deepest Conversation Nationals, where people gathered for talks on how each city creates the deepest conversation over a Seedlip.
We partnered up with mayors in those cities to drum up anticipation. The winning city was offered a Seedlip-sponsored festival to celebrate being social.
Little did the cities know, their interactions were being recorded as a part of history in a partnership with The New York Times’ TBrands Studio to catalog socialization in 21st century America.
Account                          Strategy
 Nicole Alexander           Roxie Xie
                                        Sanjana Chowdhury
Creative                           Public Relations
Carmen Quang               David Puccio
Amera Lulu                      Everett Mitchell
Kenneth Medina
Diana Arutyunyan


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