The Drink You Drink When You’re Not Drinking
Client
Free AF
Year
2024
Location
United States
Discipline
Brand Strategy
Digital
Headline result
86%
Increase in Amazon traffic
Channels
Creators, paid social, out of home, TikTok
Featured in
The launch of Free AF’s global brand platform, The Drink You Drink When You’re Not Drinking.
Brand strategy, social and paid media, at Free AF
Max Lawton
Global Brand and Digital Manager
Lisa King
Founder and CEO, Free AF
Claire Bradbourne
CMO, Free AF
Tony Bradbourne
Creative Director, Special Group
Simon Turner
Cofounder and Partner, New Ground
Steven Fernandez
CEO, New Ground
Give Free AF a brand platform that made choosing a drink without alcohol feel confident, social and personal.
People skip alcohol for all sorts of reasons. A single promise couldn’t cover them, so the platform used a cast of recognisable personalities and occasions instead.
Brand strategy shaped with Claire Bradbourne, then creator content, paid social, OOH takeovers and TikTok taste reactions, with the social and brand channels run day to day: one idea built to work across retail, digital and experiential.
Increase in Amazon traffic
Lift in unaided awareness in New York and Los Angeles
Countries
Featured in Adweek
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