Looking to establish itself as the go to alcohol for consumers wanting ‘lighter choices’, DrinkWell approached Full Volume with a clear goal; to educate the nation and re-write the narrative that low and no alcohol beverages are the ‘healthier choice’, which is not always the case.
To generate widespread attention of DrinkWell’s low calorie but full strength wines, we firstly launched a product placement press office to introduce the zero sugar wines to journalists and audiences in key titles. From there, we launched two national health focused campaigns to grab both headlines and the attention of consumers to be aware of their purchasing choices and reinforce the, often confused message, that lower strength alcohol is healthier.
As a result of our campaigns, we generated 281 pieces of strong, message-led coverage, with a total reach of over 212m, including titles such as The Times, The Grocer, British GQ, Glamour, Stylist, Daily Mirror and Metro.
