The Drink you Drink when you're not drinking
Client
AF Drinks
Location
United States (Nationwide)
Year
2024
Credits
Claire Bradbourne, (CMO)
Max Lawton, Brand + Digital Manager.
Tony Bradbourne (Creative Director) - Special Group.
The Objective
The brief was to give Free AF a clear platform that made alcohol-free drinking feel confident, social, and personal.
The Insight
People choose not to drink for different reasons. The strongest way into the category was not one universal promise, but a set of recognisable personalities and occasions.
The Execution
I worked across the brand platform, creator content, paid campaigns, OOH takeovers, and TikTok reactions, building one idea that could work across retail, digital, and experiential.
The Impact
Rolled out across two countries 86% increase in Amazon traffic Featured in AdWeek USA 18–23% lift in unaided awareness in New York and Los Angeles
