The Drink you Drink when you're not drinking

This global campaign launched Free AF’s new brand platform with one clear, culturally sharp message: “The Drink You Drink When You’re Not Drinking.” It reframed non-alcoholic cocktails as a confident choice - not a compromise - and became the brand’s creative foundation across retail, digital, and experiential channels. As part of the campaign, six bold personalities were paired with their perfect Free AF — each representing a different reason to go alcohol-free. From the one training to be a Race Car Driver to the one just wanting to be the best musician, the work leaned into individuality and made “being an AF” feel personal, social, and cool. The rollout blended IRL moments and digital storytelling — including creator content, targeted paid campaigns, OOH takeovers, and taste-led TikTok reactions. The tone? Honest, unapologetic, and just cheeky enough to stand out in a sea of sameness. Performance: Rolled out globally across 2 countries +86% increase in Amazon traffic Featured in AdWeek USA. Lifted unaided awareness in NYC, LA & Chicago by 18–23%