Campaigning Creativity Retail & Consumer Goods
People who opt for something alcohol-free instead of a Cüpli often receive skeptical looks. Nevertheless, more and more people are voluntarily switching to non-alcoholic alternatives. WIRZ encourages everyone to simply try non-alcoholic drinks from Migros in "Dry January" - with a broad-based moving image campaign and lots of Migros humor.
Non-alcoholic drinks have gained in importance in recent years with the megatrend towards conscious and healthy living. Migros supports this development by offering its customers an extensive, varied and high-quality range of non-alcoholic drinks. True to the motto: Fine and varied drinks - without alcohol, but with taste and lots of fun. This is shown in four promotional films for TV and online advertising, in which drinking "without" is just as much fun as "with".
"We want as many people as possible to simply try out non-alcoholic alternatives for themselves. They taste surprisingly good and you can have just as much fun socializing with them as with the alcoholic versions," says Giovanna Colucci, Senior Project Manager at Migros.
Recipes from the trendy bartender
WIRZ also developed the storylines and measures for social and influencer content: Zurich's trendy bartender Timmey created three Migros mocktails, which are presented in videos and can of course be remixed at home. In addition, a broad influencer campaign on all popular platforms encourages people to drink alcohol-free in "Dry January".
"In January, people are particularly open to non-alcoholic drinks. So the campaign is launching just when the New Year's resolutions are still fresh," adds Caspar Heuss, ECD at WIRZ.