Bare Zero Proof was a new entrant in a crowded field of non-alcoholic spirits. We were charged with differentiating the brand through positioning and creative ideation. We positioned the brand around the notion of inclusivity, which was lacking in socializing situations for those who chose not to drink alcohol. We developed a creative platform BARE Zero Proof, 100% You, that encouraged all non-drinkers to embrace their choice and to be unafraid to show their authentic selves through their choice to forego alcohol. We created the first sober socializing report to secure Bare Zero Proof press during dry January.
8 billion impressions later, those efforts put Bare Zero Proof on the map.