Non-alcoholic RTD brand Atypique is looking to connect with Ontarians interested in cutting back.
The Quebec brand’s official launch into the Ontario market in December and January is being spearheaded by lead agency partner, Vibrant, which began working with Atypique more than a year ago. The latest campaign includes digital, OOH and experiential sampling in Toronto, showcasing three SKUs: Gin & Tonic, Mojito and Amaretto Sour.
The messaging is cheeky and provocative – “you’ll fall for it, but won’t fall over” – and the hero spots and OOH include the tagline “The Most Cocktail Mocktail.”
Ann Carolyn Lapierre, VP of strategy and creative at Vibrant, says the creative platform is directly inspired by the personality and mindset of the Atypique brand, which she says is aimed to attract a specific attitude rather than a demo. “This ‘clever-engaging’ style, as we call it, is intended to set the brand communications apart, expressing both the rigorous non-alcoholic classical cocktail experience and unapologetic fun.”
The approach was timed to hit the holiday season and then pursue various creative copy in sync with different social or gathering opportunities, Lapierre says.
“In fact, the holiday season is a great time to discover your non-alcoholic drink of choice – a time filled with many social opportunities such as office parties, friends’ gatherings, family celebrations, and more.”
As Lapierre explains, Ontario presents a pivotal opportunity for Atypique’s growth and expansion due to its vibrant consumer base and the growing appetite for discovering new non-alcoholic beverages, especially classic cocktails. Therefore, Vibrant created a new brand signature in “The Most Cocktail Mocktail,” affirming Atypique’s leadership position in the non-alcoholic category.
Additionally, Lapierre says, the brand emphasizes the importance of serving the beverage properly, with the ideal way to enjoy it being in a glass with ice and garnished to your preference.
According to recent Mintel research, approximately 15% of Canadians 20 years and older don’t drink at all. Meanwhile, movements like Sober October and Dry January are beginning to resonate more broadly.
However, as Lapierre stresses, the campaign is not about riding a so-called sober-curious wave, but about building a new rapport with consumers keen to explore.
“Atypique’s focus on authenticity and providing a real cocktail experience in a non-alcoholic format caters to the discerning consumer seeking the right beverage on any social occasion,” Lapierre says.
In the summer of 2022, Keurig Dr Pepper announced a definitive agreement to acquire the global rights to the RTD cocktail brand from Quebec-based Station Agro-Biotech.
The creative campaign was developed for Keurig Dr Pepper Canada under the leadership and guidance of its marketing directory, Vincent Henry.
