St. Agrestis, a Brooklyn-based non-alcoholic cocktail brand, is ending the boring and drab connotation surrounding Dry January with its latest campaign.
"The Party is in You" includes "Happy Hour is a State of Mind," a trippy 30-second spot helmed by award-winning creative director Olivier Agostini that says non-alcoholic beverages shouldn't be any less fun.
According to a statement from St. Agrestis CMO and Managing Partner Matt Catizone, the ad aims to redefine how people view non-alcoholic beverages.
"'The Party is in You' celebrates individuality and self-expression, reminding everyone that happiness is a state of mind, whether or not alcohol is part of the equation," Agostini added.
Overall, St. Agrestis is positioning itself as a stylish and sophisticated alternative for drinkers and non-drinkers alike.
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First launched on January 6, the campaign runs across digital, social, and streaming. The brand platform will continue to evolve with further efforts slated for later this year.
The spot combines color, humor, and surrealism to craft a one-of-a-kind ad that sets the brand apart from its competitors.
It's a fine example of utilizing brand voice in a campaign to create a specific tone for a product that will resonate with the target audience.
Unleash the Party Within You
"Happy Hour is a State of Mind" centers around the brand's best-selling Phony Negroni.
It stars a handpicked cast of wacky characters, including a tracksuit-wearing dancer, an exerciser in retro threads, and former professional tennis player Anand Amritraj, who is famous for his unique style.
It opens with the exercising woman, who's sadly pedaling on a stationary bike.
After a talking stuffed jackalope head declares that "it's time," the viewer is thrust into a surreal world where hands bearing drinks can come out of computer screens and tables.
The three characters dance and party in slow motion before the spot ends with a floating Phony Negroni bottle pouring over ice alongside the tagline "The Party is in You!"
The campaign demonstrates how creative video marketing concepts like this can help brands effectively communicate their message and foster meaningful connections with their audience.
Last week, Heineken 0.0 also kicked off Dry January by launching “0.0 Reasons Needed,” celebrating alcohol-free living without judgment.
