One Minute Brief of the Day:
Create billboard-style posters that represent what @DrinkWellUK stands for and brings to life the feeling of choosing a 'better for you' drink without sacrificing on enjoyment.
Less calories. No compromises. Just winning.
We’re looking for impactful, engaging ideas that could be translated across multiple platforms such as web banners, social, email. It’s all about the idea! That’s why we’re excited to team up with the OMBLES today.
Post your entries to @OneMinuteBriefs & @drinkwelluk with the hashtag #DrinkWell & link to drinkwelluk.com
Remember to include your Twitter/X handle in the top left-hand corner of your submissions. Enter as many times as you like. Deadline 6pm GMT.
We’d also love you to share your entries via stories and posts to @OneMinuteBriefs and @drinkwell on Instagram and LinkedIn!
Prizes:
1st place: £150 cash!!
2nd & 3rd place: £50 cash!
ABOUT DRINKWELL
DrinkWell is the home of ‘Better for You’ alcohol in the UK.
Their main audience is women aged 50-60. For midlife women who want to have fun with no fear, DrinkWell is the only brand that gives them the triumphant feeling of choosing a better drink that is all the enjoyment with none of the guilt. This demographic feel overlooked and underserved currently in marketing from all brands.
The retailer offers customers a range of wines and beers that are naturally crafted to be lighter in calories, sugars and carbs. Their range is all about simple swaps. Have a pinot that you know and love? They’ll have something similar but without the sugar, calories and carbs but keeping the alcohol. Making you feel better without giving up what you love. No compromises. Just winning.
Please note: They do not stock no/low alcohol products.
The customer truth:
“I am more aware of my health than ever before, but I do not want that to get in the way of having all the fun.”
They give them a way to have it all.
They drink lower calorie wine because it makes them feel a sense of pride. They feel smug and triumphant knowing they have made and enjoyable choice that is better for them. They experience a deep satisfaction from something as ‘simple’ as inputting a glass of wine into a fitness tracking app that does not mess up their goals.
They feel free.
Important:
The team at DrinkWell are working hard to build the ‘Better for You’ category in the UK and are striving to move away from being USP led and want assets that evoke a feeling.
Create an asset that they can use in their marketing that will resonate with target consumer that isn’t USP led but portrays the lifestyle.
They are content and creative light and striving towards a new brand identity so feel free to tear up current branding and make something completely different.
Find out more:
drinkwelluk.com/pages/about-us
Find DrinkWell UK on social:
https://www.facebook.com/DrinkWellShop
