With an increase in the number of sober-curious and\/or health-conscious consumers attempting to reduce or eliminate alcohol consumption, chances are you or someone you know has participated in \u201cDry January.\u201d Now, fueled by a growing post-pandemic \u2018zero proof\u2019 trend, the rise of \u201cSober October\u201d is upon us \u2014 a pregaming reset for the holidays achieved by eschewing alcohol for the month. <\/p>\n\n\n\n
Along with interest, the number and quality of alcohol-free brands is quickly expanding. With a questioning eye toward younger, altruistic, health conscious, and\/or current drinkers, many alcohol-free beverage creatives have aired digitally with messaging all over the map as brands test and trial to determine what will resonate and whom to target. <\/p>\n\n\n\n
So what\u2019s the best way for these up and coming products to engage likely purchasers and spur trial? After analyzing the effectiveness of 22 alcohol-free video creatives using Ace Metrix Creative Assessment<\/a>, we uncovered the following key takeaways for brands in the emerging category.<\/p>\n\n\n\n Entice With Previously Off-Limit Activities, but Beware of Kids and Driving<\/p>\n\n\n\n Heineken 0.0, the most heavily advertised alcohol-free beverage brand, has capitalized on its advertising prowess with well-produced Funny\/Quirky <\/strong>narratives depicting opportunities to enjoy the taste of a great brew in situations where alcohol is strictly off <\/em>limits. In the brand\u2019s 0:30 \u201cParking,\u201d a man pulled over on the roadside reveals to the officer that his beer is Heineken 0.0, only to be shown he is being ticketed for being in a \u201cno parking\u201d zone.<\/p>\n\n\n\n