One Single minded proposition, two campaigns.
SMP: Enjoy Life without compromise
Route #1 A Safe portrait
This route tackles the personal and professional daily-lives of the target audience. One highly probable to have a full-time or demanding job, being a caretaker for their own children or parents.
This route aims to portray that it is possible to be true to your rituals, achieve both personal and work-related goals without compromising your social life and health.
Route #2 Going against the grain
This route tackles the target audiences concern about their personal health choices and lifestyle. The audience is highly social, physically active and concerned about what is inside the products they consume.
When looking at the competitor’s ads or alcoholic ads in general, one is presented with very luxurious, high-end settings and backgrounds. There is a certain “out of reach” approach that aims to make the product more desirable.
This route aims to portray the transparency shown by the founder, who has openly shared the book that made way for Seedlip to exist, the quality of the ingredients and ultimately represent the fresh and exquisite experience of drinking a Seedlip cocktail.
All visuals were created by me.
Thoughts on Marketing 