People who rage late into the night aren’t usually the ones to rise early the next morning. And those who drink themselves silly aren’t often thinking about their health.
But a campaign from an alcohol alternative called Free Spirits says that those diametrically opposed actions can, in fact, go together. In its most significant marketing push to date, the young San Francisco-based brand debuts a long-form commercial with a provocative tagline: “Drink Like You Mean It.”
By using a phrase that would seem irresponsible if it came from Big Alcohol, Free Spirits aims to grab the attention of a range of consumers, from the fully sober to the sober curious. The message, though, is to imbibe intentionally, not overindulge.
“We’re talking about taking control of your life and your social life,” Milan Martin, Free Spirits CEO and founder, told Adweek. “You can drink more cocktails but less alcohol. It’s choice without compromise.”
The campaign, developed by the brand’s in-house creative team, tries to prove the point that the modern temperance movement can go hand-in-hand with a good time. And the ad concept is rooted in well-worn consumer behavior, Martin said.
“We go out for drinks with friends, we’re having a great time, and a few rounds later, we’re drunk, which for so many of us was never the intention,” Martin said. “Until recently, you had two choices in that situation: You could switch to water, soda or juice, or you could stop drinking anything. Both options, the world seemed to vote, were boring.”
Or rather than abruptly ending the night, Free Spirits suggests leaning into the non-alcoholic category, with its own no-ABV gin, bourbon, Milano and tequila as potential swap-outs for booze.
Poking at Big Liquor
The campaign, which will air digitally via paid ads and social, launches during Sober October, an increasingly popular challenge where drinkers abstain for the month or some part of it. It’s also timed to a new Free Spirits package redesign rolling out ahead of the busy holiday and pre-Dry January period.
