Client
AB InBev: Labatt Brewing Company

Role 
Creative Strategy
Naming & Copywriting
Packaging

Agency
Invok Brands

Press
Dieline

Accolades
2020 GDUSA Winner

Opportunity
Develop a brand naming and packaging structure for slightly sweet drinks made with natural and simple ingredients at a 2.4% alc./vol. The project’s pilot objective was to assess the viability of a low-alcohol, better-for-you product offering to foster a culture of smart drinking globally to reduce the harmful use of alcohol.

Insight
"I want a beverage that has the highly emotional benefits of alcohol (ie: fun, social, unwind) balanced by the more functional benefits of non-alcohol (ie: healthy, active, relaxed) to foster a fun, inclusive and enjoyable experience without minimizing my importance of control."

Solution
The brand’s vision is lead by the changing behaviours through social norms and to empower consumers through choice. With changing lifestyles driving new needs around fun, sociability, relaxation and control driven by busier lives, the pressure to succeed, fear of missing out and instant gratification supported by lifestyle demands exacerbating risks of losing control, the importance of positive image, responsibility for others and safety were key factors.