SOCIETY was tasked with launching Twenty Third Street Distillery’s first non-alcoholic G&T as an alternative for non-drinkers and those cutting back on alcohol. A flourishing industry worth US$1.25 trillion internationally, the challenge was achieving cut through in a sea of non-alcoholic alternatives.
The launch of Twenty Third Street Distillery’s non-alcoholic G&T was timed to coincide with Dry July and wrap ups of non-alcoholic drink alternatives. SOCIETY capitalised on this with an ongoing press office pitching strategy, highlighting the drink’s point of difference in its quality distilling process. To further spread awareness, gifting and influencer activity was also scheduled. The influencer strategy engaged with key targets of the product, including new/expecting mothers, fitness enthusiasts and non-alcoholic consumers. Paid activity was partnered with discount codes to drive users to purchase.
Press office efforts achieved local and national coverage with 8 pieces of coverage, earning 2.5M+ in reach all with a positive sentiment. Coverage included outlets such as the Daily Telegraph and the Herald Sun. Gifting efforts achieved a social media reach of 609K through 19 pieces of coverage. Across the six paid influencers, 8 pieces of content were shared, with an average engagement rate of 14%, highlighting a strong social presence for the product.
Gifting pieces of coverage
Influencers total reach
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