ABOUT

Low alcohol spirit Atopia wanted us to secure brand fame as a gin alternative amongst an audience of female moderators and wellbeing enthusiasts. With taste credentials on par with premium gins, we needed a way to make Atopia accessible.

What we did

We knew attitudes towards wellbeing were changing and that the self care conversation in 2020 was up 344% compared to the previous year. Using this insight we identified former Saturdays star and mental health advocate Frankie Bridge as the ideal partner to communicate the benefits of moderation and as a relatable figure to help to challenge the taste perceptions of low alcohol.

With our ambassador onboard we developed a PR and Social campaign that tapped into moderation occasions. We put Atopia and Frankie at the centre and then opened up the moderation conversation to consumers via interviews, competitions and content. We also worked with further talent to create shareable Instagram videos that demonstrated the ease in which Atopia can be swapped in for gin to make the A&T.


- Brokered brand’s first ambassador: Frankie Bridge
- 900% YoY sales increase at Waitrose (Jan 2020 vs. Jan 2021)
- Best-selling low/no spirit at Waitrose (Jan’21)
- 167 million+ opportunities to see - Marie Claire, Metro, Daily Mail & more
- 40 influencers + celebrities with 1.5million reach
- 6m+ organic social reach on owned social channel
- Own Instagram following up by 200%