Bridgerton Breakout Star Shills for Booze-Free Spirits Brand

As the dreamy duke from Bridgerton, Regé-Jean Page worked his smoldering magic to win over his on-screen love interest, along with a massive Netflix audience.

In a commercial for Seedlip, the heartthrob exercises his literal sleight of hand to promote the booze-free spirits brand and drop a new tagline, “Choose Different.” 

The spot debuts during Sober October, an increasingly popular challenge with those moderating their alcohol intake or abstaining all together. It intends to get a jump on the key holiday selling season, with the resolution-heavy Dry January just around the corner. 

The timing also coincides with an explosion in the non-alcoholic category—now jam packed with nascent brands—and represents the most significant Seedlip campaign since liquor giant Diageo acquired a majority stake in the company in 2019.

Seedlip, as a forerunner in the space since its 2015 premiere, aims to “fortify our leadership position,” according to Nicholas Rowland, senior marketing manager. “We want to future-proof ourselves and get the message out there because with each new product that launches, new consumers are entering the category.”

“Choose Different” is “an opportunity to evolve the brand’s place in culture as more people seek out balanced drinking options,” per Kavitha Krishnamurthy, general manager of Diageo NA beverages. 

One in 4 Americans is aware of the sober curious movement, with 34% reporting that they are committed to drinking less alcohol in 2023, according to a survey from NC Solutions. One in 3 learned about the modern temperance movement from friends and family, while 63% saw related posts on social media.

The same research found that 36% of Americans have tried NA beer, while 22% of newbies would like to try it; 32% would sample alcohol-free wine and spirits.

‘Sophisticated yet approachable’

The campaign comes from Wheelhouse Labs, the Jimmy Kimmel-backed agency that has worked with Weedmaps, Don Julio tequila, Food52 and Ciroc, among others. Seedlip started working with Wheelhouse within the last six months on a project basis, but the creative shop has a longstanding relationship with Diageo.

Marketers learned that Page was a Seedlip fan, and his “sophisticated yet approachable” sensibility aligned with the brand’s positioning, Rowland told Adweek.

The brand “over indexes in major metropolitan areas,” per Rowland, skewing toward older millennials and female buyers, also making Page an ideal spokesman. (The actor, the potential heir to the James Bond throne, has Giorgio Armani fragrances and Audi electric cars in his endorsement portfolio so far).

The spot, from director Meg Gámez, adds a special effects-driven twist to the typical celebrity pitch, with Page seemingly materializing cocktails out of thin air. The script emphasizes the imagination required to develop “the” non-alcoholic spirit and “to unlock a world where none existed before,” Page says in the video.

The ad’s mindset “is a reaction to those moments where we have an opportunity to be a little creative and discover something new for ourselves,” Page said in a statement. 

“Choose Different” will continue as an umbrella concept for the brand, with Page also introducing the snappy catch phrase, “Don’t mind if I don’t.”

Aside from the hero ad, Seedlip plans a series of social videos from Anomaly in London that tout specific product benefits such as zero sugar and zero calories.