Campaign Imminent: Free Spirits Drinks taps global creative AOR to drive brand awareness (Score 50)

Free Spirits Drinks (FSD), an alcohol-free spirits brand, hired a global, cloud-based creative agency, UP THERE, EVERYWHERE to promote its US debut, increase brand awareness and assist with new product launches. Though this agency is based in Sweden, it is now the company's global creative AOR, meaning its appointment will affect FSD's US strategy and ad spend. After having launched the brand in late 2020, FSD's leaders have notable expansion plans for it.

FSD founder and CEO Milan Martin noticed that people "are drinking less alcohol but still love and demand all the wonderful emotions, taste and ceremony that comes with a great cocktail." The brand's drinks are infused with B vitamins and amino acids to elevate drinkers' mood, energy and experience. Right now, TSD is primarily promoting non-alcoholic recipes and its non-alcoholic spirits, which are available online and include bourbon, gin and tequila.

The brand is not, as one might assume, a full-time sobriety advocate, which is good considering I can see how alcohol-free spirits might give sober addicts the taste they need to pick up alcohol again. Instead, TSD is dedicated to promoting the fact that "having genuine interactions, exciting times and delicious drinks are not contingent on alcohol," per CEO Martin.

Since FSD just launched in 2020, it has not yet advertised nationally in the US; however, since the company has plans to do so and just tapped a global creative AOR, it will do so soon.

Agency & martech readers - Get in touch soon to see if additional agency reviews will follow this one, as they often tend to do. Keep in mind FSD's leaders are trying to build global brand awareness, so those able to offer worldwide services will have the upper hand.

Milan Martin
Founder & Chief Executive Officer
milan@drinkfreespirits.com