Seedlip Brand Reflection

The present reflection has the purpose of gathering information relevant to Seedlips’ next hypothetical advertising campaign targeting Generation X. To advertise to the selected audience one must recognize their values and resonate true in the examples used. Ultimately the luxury of maintaining rituals in a social situation should be acknowledged and the values of living a healthier life should be celebrated.

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Brand History 

Seedlip was founded in 2014 by Ben Branson. Ben reveals in his many interviews, how some things in life bloom by chance and how his casual and curious reading of a victorian book brought Seedlip to life. Ben brought together, his family’s 300 year old farming legacy and his own knowledge of Marketing and Branding to bring to life Seedlip.

The family’s heritage, an old victorian book and curiosity for innovation are the pillars of Seedlip. Ben’s experience with luxury-driven products in the alcohol sector meant that he had a thorough understanding across the sector allowed him to find a gap. The gap was in the non-alcoholic luxurious or “adult” drinks sector allowing Seedlip to become the trailblazer of this new sector. In the words of Ben Branson “We are still just scratching the surface of the non-alcoholic categories potential”.

Previous Campaign

On 13 January 2020, Seedlip took to the streets with the “Drink to the Future” campaign by AndRise agency. The aim was to make a toast to the future in a non-alcoholic way, making use of ‘Dry January’, a month when some people abstain from drinking alcohol. The campaign was composed of posters, outdoors and bus wrappings, located around the bus and metro areas of London and Manchester. The campaign seeks to “drive change in what and how we drink today and in the future”.

To develop a follow up campaign there are some mandatory elements to take into consideration. The key words and visual icons reflecting Seedlip that must be included such as the logo, sentences as ‘Distilled Non-Alcoholic Spirits’ and ‘Serve with Tonic’.

Not only these elements are important but also, to make the search for more information on the brand easier for the viewer, the Instagram and Youtube handles should also be available.

To maintain, generate awareness and foster a connection across country it is in Seedlip interest to allocate the next campaign in another highly financially focused centers and transportation hubs. 

SWOT Analysis

Strengths First Non-Alcoholic Gin on the MarketPartnership with high end restaurants, pubs and hotel bars; Interesting logo, easy to remember imagery; Healthy non-alcoholic option; Equal sipping pace to alcoholic beverages; Pregnancy, health, religious belief friendly.	Weaknesses First Non-Alcoholic Gin on the Market; Low overall recognition in comparison with alcoholic beverages; Usually non-alcoholic beer is more popular; Price seems to be high for some customers.
Opportunities Overall wellbeing and health mass trends; Growing sector; Luxury in sustainability.	Threats Other non.alcoholic options (beer, whisky, rum); Soft drinks; Climate change.

Seedlip Online reviews:

Different opinions were identified when reading several online commentaries on the product. Some revealed individuals having long been looking for a ‘grown-up’ non-alcoholic option, while others don’t see Seedlip as a substitute due a lack of a ‘gin-like’ sensation. 

Negative opinions: 

• Too expensive (Chris Hadlington on The Buyer).
•  Poorly flavoured (Maggie Frost on The Buyer).

Positive opinions:

• Good substitute for alcoholic drinks ( Lia D.Barrow on Amazon Product Review).
• It is not sweet  (U82much on Amazon Product Review).
• Made with the same care as a craft gin (Gabrielle, Amanda, 2017).

How to take Seedlip to the next level?

Take whats most iconic from the act of Drinking Gin:

The feeling of after doing all the hard work you are expected to do, be able to relax by ordering a properly mixed drink by a skilled bartender. A drink that takes time and expertise and when is served, one must take its time to appreciate it, feeling a bit irreverent, relax and have a good time, knowing this is a well deserved drink. 

Take Gin out of the park because of Seedlips’ added benefits:

After completing all the hard work you set yourself to do, it would be best to be able to sit back, knowing that relaxation can perdure. Drinking Seedlip delivered by a skilled bartender you trust completely, not because you are now having a drink, but because you fulfilled your personal or professional objectives without putting tomorrow in jeopardy. Seedlip gives the chance to be congruent with your values and objectives. What is irreverent about you is that you chose to do more without compromising your values. Luxury is to sustain your lifestyle.

Target Audience

The target market selected for this campaign is social drinkers between 45 and 55 years of age, part of Generation X within the UK market. In the UK it is expected that the average age in the year of 2023 is going to be 41 years old, due to the rise in life expectancy over the last 5 years. Studies show, Gen Xrs to be concerned with their well being, health as well lifestyle and social life, one can consider them to be overachievers.

Although the audience has shown to have a strong sense of self, it is faced with several pressure points at this stage in life. Generally they can be found caring for their own children and/or elderly parents, they might going through divorce and studies find that in the U.K this point in life is one prone to possible anxiety and depression.

There is a trend on non-alcohol drinkers who are expected to grow annually by 0.15% from 2019 until 2024, which englobes the target audiences concerns, such as overall moderation and low intake of sugars and alcohol. Taking time to take care of others is a strong factor shaping Generation X’s sense of self but the same is true to maintaining friendships. Studies show that 48% of Gen X find it important that a brand aligns with their personal values.

Therefore Seedlip must bring to the table the opportunity of maintaining relationships and a sense of self, in turbulent times. So far it is understood that their values are centered on:

• Well-being; 
• Health; 
• Social belonging; 
• Achieving personal and professional goals. 

As far as content goes, the target audience has shown that it is attracted to honest and real content and this type of content appeals to a variety of generations, as long as it rings true . 

How to reach the audience

It is in Seedlip’s interest to reach the audience where it operates the most, in this case the financial centers of the UK. Previous campaigns were held in two highly metropolitan centers, London the biggest financial market in the country and Manchester. For this new campaign it is important to reach a similar audience, such as the one present in the second biggest financial market in the UK, Edinburgh. Studies show that after London it is the second biggest financial center, it has the busiest and biggest airport in the country and has the second busiest railway station in Scotland. People in Scotland are living longer than they were in the past and the working aged population is high in percentage and is expected to remain so until 2038.

Tone of voice 

The tone of voice for this campaign should be equal parts rational and emotional. Studies show that between the ages of 40 and 59 the preference is to have a highly rational ad with a similar emotional pull.  Studies also show that by having a positive engagement with the ad, together with an easy to recall headline, seems to be a way to engage across generations.

Why choose Seedlip?

Seedlip founder Ben Branson has a very clear idea on sustainability and the brands visuals capture a sense of luxury with intricate designs. Maintaining social rituals is a luxury and should be enjoyed as such, for this Seedlip must have the capability of showing a sustainable yet luxurious brand positioning.

Sustainability:

• Seedlip uses and protects ancient ways of distilling;
• Protects and respects farmers and natural resources;
• Made a family farm ancestry into a profitable business;
• Respects nature and natural resources.

Luxury:

• Aims to never stop using natural materials;
• Has a slow and rare way of manufacture;
• Vintage value;
• Made by artisanal skilled workers;
• Bottled in the UK.

Gen x has now, with Seedlip, the luxury of being able to feel part of a social drinking society without having to resort to alcohol based products or inappropriate drink choices. Gathering with friends or customers is an important part of life as well as after work relaxation. Both should be enjoyed without leaving any ritual behind and most importantly without missing out on what comes next. Having a drink poured from a luxurious bottle, mixed in by a professional bartender and having the luxury of friends on a night out can now be sustainable in more than one way.

Overall Seedlip should be seen as a luxurious experience, the same experience as ordering any other traditional alcoholic drink. The audience should feel empowered, now they have the chance of choosing to be congruent with their values on a social night out. The audience might be seen as borderline overachiever, however they are not jeopardizing their tomorrows, not in health nor in their professional lives. Seedlip has changed the range of options for an ‘adult-looking’ alternative to alcoholic beverages. Choosing to drink Seedlip is choosing to be true to oneself, without letting go of rituals, luxury and health.

This reflection is an excerpt of a research document written by me. If you’d like a deeper understanding of the sources used and further graphs, contact me.