Non-alcoholic ‘spirit’ Ceder’s has revealed a campaign that it hopes will ‘flip the script on the perception of January’.
The January, It’s Anything But Dry video campaign aims to drive the message of ‘embracing January to the fullest’, by encouraging people to start the year ‘in the right spirit’ and make the most of every moment.
Ceder’s head of marketing, Solene Marchand, said: “January is filled with short days, long nights, and cold weather.
“It’s so common for this month to be used to restrict the things we enjoy, say no to the things we want to say yes to, and hold ourselves to high standards we can’t always keep.
“Our January, It’s Anything But Dry campaign aims to inspire us to start the year right, try new things, and add some fun back into the brand-new year.
“Ceder’s is all about zero moments missed so that you can embrace life to the full, and live free spirit.”
The 20-second video aims to challenge ‘boring Dry January stereotypes’ by featuring two friends enjoying a day on a sunny beach with a Ceder’s and Tonic.
As the camera slowly pans out, it is revealed that the friends have staged the scene to look like a warm summer’s day using a backdrop and white sand. The falsified scene drops to the ground and a grey, cloudy sky and dark, windy beach is revealed.
Text appears on the screen to read: ‘Make January anything but dry’.
The campaign will launch in the Netherlands and through targeted digital campaigns in other markets across the globe, starting with Canada.
Ceder’s offers four flavour varieties of its non-alcoholic ‘spirits’: Ceder’s Classic, Ceder’s Crisp, Ceder’s Wild and Ceder’s Pink Rose.
The expressions are all zero calories and sugar free, and ‘full of flavour’.
The brand won Gold medals at The Low & No Masters 2022 for its Classic and Crisp expressions.
Ceder’s has partnered with 1% for the planet to donate 1% of its revenue to environmental causes.
To watch the January, It’s Anything But Dry video, click below.
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Author: Georgie Collins