Where’s the thrill in acting appropriately when out with friends?
In a teaser campaign by Wunderman Thompson, Cold Ones, a non-alcoholic beer brand from Canada, seeks to emphasize fun, fun, fun rather than sober safety messaging.
The start-up encourages people to have a few drinks and have fun “irresponsibly.” Of course, they shouldn’t get out of control. But having a good time while remaining sober (due to the product’s 0.0% ABV) is OK.
Tom McCole, co-founder of Cold Ones, claims that the ritual, not the booze, is the finest part of beer. We want to demonstrate that the memories people connect with beer were never really about the booze and instead captured the essence of those recollections.
“We had the opportunity to break all of the rules that normally exist when you’re marketing beer by becoming the first irresponsible’ non-alcoholic brand,” says Ari Elkouby, CCO at Wunderman Thompson Canada.
Cold Ones will make its retail debut later this year after obtaining distribution.
SOURCE: Muse by Clio
PHOTO/VIDEO CREDIT: Wunderman Thompson Canada