Effie Collegiate 2022 - This Round’s For You

In 2022, Effie Collegiate challenged us to create a year long campaign for a Pernod Ricard alcohol brand of our choice, and “combine Hollywood with the bar” via a celebrity endorsement. Ceder’s is Pernod Ricard’s only non-alcoholic product, and in an effort to stand out from the competition and give ourselves a challenge, Macy Ebright, Jesse Ray Payne, Tori French and I decided to tackle the black sheep of PR with a campaign we call This Round’s For You. Check out our campaign video below.

In our research, we found that there has never been a better time to be a non alcoholic brand. Gen Z is drinking far less than previous generations, and there are multiple sobriety based trends and challenges gaining popularity very rapidly on social media. The basic breakdown of our submission reads as follows:

Title: This Round’s For You

Challenge: 21+ Gen-Z doesn’t have a satisfying alternative to alcohol that reflects their collective shift towards a “damp” lifestyle.

Insight: Not all of Gen-Z wants to drink, but they still want to raise a toast, celebrate, and be included. 

Idea: Let Ceder’s spearhead the growing non-alcoholic market by melding traditional drinking culture with Gen Z’s alcohol aversion.

Execution: Celebrate every vital role the sober friend takes on and position Ceder’s as a drink for everyone.

In This Round’s For You, we sought to celebrate the sober heroes of the night through three distinct executions: A TikTok series that speaks directly to Gen-Z on their favorite platform, a poster series that will remind consumers of Ceder’s during their night out, and an attention-grabbing experiential execution featuring sober stuntman Steve O.

These executions sought to accomplish two difficult tasks: Position non-alcoholic beverages as an option for everyone as opposed to being specifically for those struggling with addiction or with preexisting medical conditions, and align Ceder’s with Gen-Z and the sober-curious movements. We believe success for our campaign would mean increased engagement on socials, increased sales for Ceder’s.

If you are interested in reading our full campaign (Including detailed explanation of strategy for each execution as well as the campaign, measurement methodology, and budget) Click that button below.