Participate in Dry January has obvious health and wellness benefits, like better sleep, less brain fog, and fewer calories ingested, but it’s a bit of a drag, isn’t it? Isn’t it a question of deprivation?
That’s the widely held opinion, even though 25 percent of Americans over 21 say they participated in alcohol-free month last year, according to researcher Civic Science.
As an antidote to this bad reputation, a Brooklyn-based alcohol-free brand called St. Agrestis launched a new platform, “The Party is in You,” and a retro-cool 30-second spot called “Happy Hour is a State.” of the mind. »
This upbeat, color-saturated work aims to “redefine how people think about soft drinks,” according to Matt Catizone, chief marketing officer and managing partner at St. Agrestis. “The campaign challenges the outdated perception that alcohol-free options are less fun. »
The spot, propelled by surrealism, spandex and a talking jackalope, promotes a product called Phony Negroni, whose name naturally lends itself to cheeky marketing. Casting the commercial, from the Los Angeles-based creative director Olivier Agostiniincludes a Jane Fonda-era trainer, a tracksuit-clad dancer donning his “boogie,” and Anand Amritraj, a former Indian professional tennis player known today as a style expert.
Although he puts forward a completely modern idea like sober and curious As the movement continues to gain momentum, advertising is peppered with mid-century modern furniture, retro fashion and outdated technology for old-school appeal. It “celebrates individuality and self-expression, reminding everyone that happiness is a state of mind, whether or not alcohol is part of the equation,” Agostini said.
“Happy Hour is a State of Mind” was released this week on digital, social and streaming platforms. Future expansions are planned for later this year.
