CleanCo
Client
Clean Co
Services
Earned Media Relations
Studio
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.
Founded by British entreprenuer Spencer Matthews, CleanCo is transforming the non-alcoholic spirits market. The brand offers a range of non-alcoholic alternatives to traditional spirits, ensuring no compromise on taste or experience.
Overview
The brief
That is, until investor and entrepreneur, Spencer Matthews launched his non-alcoholic spirit brand, CleanCo, leading the trend to drink sober.
The solution
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.
As well as campaign moments, we maintain a robust drumbeat of news across partnerships, NPD and business announcements.
The impact
In just 12 months, we secured over 600 quality pieces of earned media, developed a white paper to campaign to government around promotion of no/low alternatives and developed a full digital strategy to support launch efforts. .