Marketing Challenge
In a consumer landscape where the “sober curious” movement is rapidly gaining ground and the competition is fierce, VIBRANT’s objective with its campaign for Atypique was to enhance the discoverability of the brand (a part of the Keurig Dr Pepper portfolio) and its ready-to-drink mocktails in Ontario. As the brand was a newcomer to the market, we focused on the Greater Toronto Area during a key consumption occasion for non-alcoholic drinks: the festive holiday season.
Solution
VIBRANT created a mixed marketing campaign that included targeted OOH, a strong digital media presence and an experiential sampling component on the streets of Toronto.
The campaign was timed to hit the busy festive season and continued on with messages adapted to post-holiday occasions.
Results
This multi-channel approach ensured broad exposure and engagement with the brand’s audience.
Atypique is the No. 1 mocktail brand in Canada and has more mocktail offerings than any other brand sold nationally.
The creative platform was directly inspired by the personality and mindset of the Atypique brand. The clever, engaging style was intended to set the brand communications apart and capture both the pure, classic cocktail experience, but without the alcohol, and unapologetic fun.
The new campaign marked the introduction of a new brand signature: The most cocktail mocktail. The line voiced a core component of the strategy, which was to position Atypique as the market leader with the best-tasting mocktail that doesn’t compromise on taste or experience.
