Feeling the vibe of a non-alcoholic seltzer intended for a new generation of drinkers.
Driven by an increased interest in wellness and the expanding selection of no- and low-ABV beverages, consumers are drinking more non-alcoholic and functional beverages. This poses a challenge for traditional big beer conglomerates lacking brand and product propositions that resonate with these new sensibilities and needs.
AB InBev - the largest brewer in the world who aims to make a fifth of its beer low/no ABV by 2025 - came to Chandelier Creative looking for a strategic partner to collaborate on a quick-to-market test launch for a non-alcoholic sparkling beverage with benefits.
From naming, branding & identity, and strapline to influencer identification, campaign design, and product development input - I had the privilege to lead the relationship and drive the strategy with my amazing creative partners and incredibly talented and equally audacious client.
To prove that healthy doesn’t have to be boring, we developed a brand with an attitude that subverted convention and introduced the rebellious attitude that new generation of legal-driving-age consumers hope for.
Introducing SPIRI+, a line of sparkling seltzers with natural flavors and unique ingredients for a range of sensory experiences.
The “big idea” was driven by an insight that people don’t want to be told how to feel, but still want the cues that help them choose the right vibes to match their mood. SPIRI+ exists to give people this permission while providing the means to self-express and celebrate their vibe.
Find your SPIRI+. Feel Yourself.
To help bring our moods to life, the packaging of each variant features artwork by emerging artists from around the world - with their socials displayed on the back of every can.
The SPIRI+ liquids were co-created by award-winning bartender, Ivy Mix, with custom cocktail recipes made bespoke for select SPIRI+ variants. By expertly combining natural flavors, unique ingredients, and hypnotic aromas, AB InBev concocted manifestations of each ethos.
My contribution.
Naming Strategy. Branding & Identity. Creative Platform. Strapline. Story Design. Communications Strategy.
