Canadian non-alcoholic beer Partake is rolling out its new brand platform and campaign, “Make It Happen,” in Canada and the U.S. to appeal to urban millennial entrepreneurs and creatives.
Created in collaboration with Toronto agency Hard Work Club, the new campaign combines live-action footage, 2D and CGI. The creative approach, featuring a hand-crafted paper collage, was chosen to reflect the “maker” aspect of the strategy and messaging, according to Partake.
“We’ve executed it in a way that truly highlights our drinkers, putting them at the center of the story and celebrating their journeys with Partake as their trusted companion,” Sara Ross, VP of marketing at Partake, tells strategy. “It was essential for us to feature real individuals who are out there making things happen, and we brought their stories to life through authentic and relatable creative. By showcasing people in their everyday environments, not being held back, we capture genuine emotions. We believe this authenticity will foster meaningful connections with our drinkers.”
The campaign portrays the creative energy of vibrant arts scenes, featuring a hero video created by Hard Work Club and Studio Feather that showcases entrepreneurs and creatives who embody the brand’s spirit, Ross says.
Partake‘s goal is to get people to make the brand their non-alcoholic beer of choice, which is a challenge is an increasingly commoditized category, Ross explains.
“Our drinker is sober curious, and is exploring the category, often trading between many different brands,” she says. “Great product credentials are the foundation of Partake and how we’ve ascended to the number one craft NA beer position in Canada. But we believe that our low calories and great taste won’t alone be enough to win in a cluttered category. Partake needs to connect with the hearts and minds of our drinkers by standing for our shared value – making the most of it – and being their NA beer partner in the pursuit of making it happen.”
Partake’s core drinker is 25 to 40 years old, living in urban centres, typically either young families or young couples, Ross adds.
The campaign runs across Canada and the U.S. through October, leveraging a mix of digital out-of-home, social media, wild postings, and an engaging online presence.
