BARRY
Background
Challenge
Target Audience
SMP
Alter Ego Drinks, a new company, is launching “Barry,” a lightly carbonated, low-calorie, no-sugar RTD with 5.6% ABV. Made from Sochu, distilled vodka, and natural flavours, it offers two flavours at launch: Crushed Lemon and Watermelon Lemon.
Establish brand awareness and drive trial for Barry in a competitive RTD market.
Young adults aged 18-25 in the prime of their lives.
Barry is built for a good time.
Insight
Alcohol is an acquired taste. While the majority of Gen Z would be happy with the buzz, not all of them like the strong taste of alcohol.
Opportunity
Position Barry as the most pleasurable to get a buzz, as it feels good and tastes good.
Big Idea
Barry. Hits the B-spot.
In-store: Fridge stickers & floor decals
Content strategy
OOH: Billboards & Metrolites
Giveaway
PR packages
Instagram filter
Festival activations
Uni clubs collab
GROUP
Katlyn Luan, Suzee Ngo, Zoey Nguyen & Ziwei Low