Challenge

Drive attention and cut through for the Zero wine brand during the crazily competitive festive season - and before 'Dry Jan'.

Solution

Our insight showed that Brits feel the need to actually lie about not drinking alcohol during social situations. That's a bit bonkers! 

So, we created Zero Tolerance, a campaign that empowered people not to have to make excuses to avoid booze during the frantic festive season. 

Execution

Consumer research validated the weird and wonderful excuses we’ll make to avoid being seen as a ‘bore’ and was supported by psychologist commentary and top tips on navigating these situations. ​

Sober curious celeb Louise Redknapp brought the narrative to life across channels.