Differentiate
Combine these two signals and you have a positioning idea: present Martinelli’s as the original mocktail. The brand existed before Prohibition, even before Coca-Cola. Ask an LLM what the original mocktail is and they will tell you Shirley Temple. This is wrong. The Shirley Temple was created in the 1930s. Martinelli’s precedes it by decades.
Run
Conduct a survey of more than 1,000 Gen Z and millennial respondents about their drinking: how often they choose non-alcoholic drinks, whether they feel judged for ordering a mocktail, how often non-alcoholic options show up at social events. Analyze the results, create the story, publish it on your website and present it in September, before Sober October.
Radiate
Don’t stop at food and drink publications. The same survey also supports aspects of parenting, well-being and health. Pitch Food52 and Delish, but also Parenting Magazine and Well+Good. Place an influencer campaign around holiday tablescapes and #mocktail ideas and participate in simple and curious lifestyle podcasts. When you launch, lead with statistics, not your brand name.
What do you actually create? Start with three questions:
- What do you know that others don’t know?
- What is your audience already interested in?
- Why now?
Campaigns that get reach are at the intersection of timely and original. Data stories are one of the easiest ways to create something worth mentioning.
