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Independent non-alcoholic drink company Free Spirits just launched a new campaign reinforcing alcohol-free beverages' purpose and appeal.
The campaign titled "Professional Hugs" was inspired by social media buzz questioning why non-alcoholic spirits and cocktails exist, serving as a response to these hostile queries.
To drive its point home, the brand teamed up with Burlesque Dancer Steph Sugar and comedian Carla Lee to star in the initiative.
In the hero spot, Lee stars as Chief Innovation Officer Dr. Kimberly James, and alongside Sugar, they address a user's comment saying that drinking non-alcoholic spirits "is like hiring a hooker for a hug."
The two set out to give hugs to people around San Francisco in hopes of sharing positive energy, all while making a "clapback" at the non-alcoholic haters.
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Free Spirits Company Founder Milan Martin shared his thoughts about the campaign, saying that it's natural to get some mean comments when you're doing something new that challenges cultural norms or values.
"As a brand, this is at the core of what we're all about. The driving purpose of Free Spirits is to elevate and celebrate those who make our world so colorful by living their own way — which often means making choices that don't align with these norms or expectations," Martin explained.
The founder added that "not drinking alcohol" is often seen as strange or a weakness and compared this negative perception to Sugar's case as a Burlesque dancer.
Just like how Sugar is proud of what she does, the company was keen on addressing comments head-on, shifting negative beliefs towards non-alcoholic cocktails and sex work "with humor and compassion toward all."
With non-alcoholic beverages being a relatively new market, having people question its appeal is inevitable.
Free Spirits wants to change consumers' perceptions with laughs and a positive attitude — a reflection of its brand identity that sets it apart from competitors.
Care for a Hug?
The nearly three-minute advert kickstarts with Carla Lee introducing herself as Dr.Kimberly Jones.
She then reads a comment from user Racoon_strangler69, who says: "Drinking non-alcoholic tequila is like hiring a hooker for a hug."
The comedian mulls over the comment for a bit, before she corrects the user's use of "hooker," instead referring to them as "sex workers."
Lee then brings out her friend Steph Sugar to put Raccoon_strangler69's comment to the test.
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First, the doctor asks Sugar what she knows about hugs. The Burlesque dancer responds, sharing that a 10-second hug can relieve stress, ease depression, and lower blood pressure — ultimately increasing one's lifespan.
They then go to the streets of San Francisco to give people warm hugs and Free Spirits drinks, spreading the good vibes and proving the user's comment to be right.
"Well Raccoon_strangler69, your hypothesis was correct: professional hugs are real great, and zero-proof cocktails are real cocktails," the two say as the spot ends.
Although the non-alcoholic beverage market is still new, it has drawn the interest of many celebrities.
Recently, "Spider-Man" actor Tom Holland launched his own non-alcoholic beverage brand, Bero.
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