CleanCo

The Brief

No one has ever woken up wishing they’d drunk more the night before. But, until recently, you’d be hard pushed to find a non-alcoholic spirit that tastes as good as the real deal. That is, until investor and entrepreneur, Spencer Matthews launched his non-alcoholic spirit brand, CleanCo, leading the trend to drink sober.

Action

As an integrated partner to CleanCo, we honed in on the hero product for launch; gin replacement, Clean G. We knew the low-alcohol spirit tasted just like the real thing. But, we wanted to put it to the test. Taking cues from the infamous PepsiCo Challenge of the 1980s, we invited media to blind taste for themselves, and see if they could tell the difference between Clean G and its full-strength counterparts and non-alcoholic competitors. We took the CleanCo Challenge one step further by partnering with biometric specialists to confirm that Clean G is in fact more pleasurable on the brain than Gordon’s and Cedar’s. The results proved a placebo effect once and for all, landing full-length hero feature coverage in the Telegraph.co.uk and Sun Online, amongst many others.