objective:

Barbet was starting to get some buzz in 2023, but we wanted to make the brand a major drink of choice in Toronto, especially around Dry January. Our goal was messaging comprehension— the Barbet team did not want the product to be seen only as an alternative to alcohol, but rather to help put alcoholic and non-alcoholic drinks on a level playing field. We wanted to make Barbet be seen as something that would get people to ask what are you drinking instead of why aren’t you drinking.

Execution:

To tackle this and cut through the competitive noise of Dry January, we worked with the team to develop compelling campaign and product messaging that laddered up to master-brand objectives, and then integrated it into strong tailored pitches across verticals. Our earned approach (no paid partnerships!) increased conversations and credibility, and helped us foster awareness and affinity amongst our target customers.

Outcome: 

We were able to bring Barbet’s modern approach to choice to the forefront in Dry January, garnering more press—and more impactful press—than any of our competitors.