Diageo has rolled out a marketing move in the US for its non-alcoholic spirits brand Seedlip, targeting ‘Dry January’.
The latest activity, unveiled today (12 January), builds on Seedlip’s ‘Yeah, It’s a Drink’ platform, launched to mark the brand’s tenth anniversary, and features US television personality Dorinda Medley in social media content (below). Alongside the digital assets, Seedlip will stage a temporary in-person activation in New York, serving non-alcoholic cocktails at a pop-up in the Oculus World Trade Center on Wednesday this week.
“We want to empower consumers by offering more choices during Dry January,” said Diageo’s GM of non-alcohol beverages, David Crooch. “We’re excited to see mindful drinking gain momentum and non-alcoholic choices expand.”
Earlier today, Diageo recruited American actor Sarah Jessica Parker to feature in a worldwide activation for its Tanqueray gin brand.
