CleanCo

The Brief

With a bold new brand tone of voice, we were tasked to turn heads for Mother’s Day and devise a brand campaign with real talkability.

To launch CleanCo’s new overarching campaign platform around clean drinking ‘alcohol free spirits’; the concept of moderators who live life to the full, navigating busy lives and getting things done - we wanted to celebrate all parents and 'alcohol free spirits' everywhere.

Action

With Spencer and his wife, Vogue Williams, expecting their third child, renowned British portrait and fashion photographer Rankin photographed Vogue in a stunning pregnancy shoot - with a twist.

The shoot captured the expectant mum raising a celebratory toast, in the form of a non-alcoholic Clean G&T.

This was underpinned with the campaign messaging and media materials of CleanCo creating great tasting booze-free choices for 'alcohol free spirits', who live life to the full, and ultimately, get things done.

With a watertight ‘big bang moment’ media strategy for maximum visibility and impact, we released the exclusive images out to press just ahead of Mother’s Day, while the campaign visual of Vogue was also advertised outdoors.

Impact

The campaign landed far and wide across national, consumer and regional outlets, including Mail Online, The Mirror, The Irish Mirror, Hello!, OK! digital and print.

We also strategically launched the ‘alcohol free spirits’ campaign in tandem with a hard working Mother’s Day product placement programme - securing the likes of The Independent, The Sun, Yahoo! Life and Red to name a few. Resulting in an overall reach of 651 million for the campaign.