The GingerBread Agency was tasked with promoting the launch of zero-proof spirits brand STRYYK and its products NOT RUM, NOT GIN and NOT VODKA. Our aim was to position STRYYK as a leading competitor in the relatively new alcohol-free drinks market.
We started by identifying the audience and their lifestyle habits, targeting the correct media for each group and encouraging one to one experiences with the products to introduce STRYYK to the drinks editors and journalists writing about lifestyle, drinks, health and social activities.
We placed STRYYK in gift guides and alternative drinking features as well as placing profile slots for the founders. Our challenges included challenging some of the major drinks companies on market muscle while working with a limited budget.
STRYYK ‘s products are now stocked in Ocado and Sainsburys and received investment from AG Barr. We were able to secure: 61 pieces of coverage across online, print and broadcast with a total audience reach of 627,763,144.
