Liefmans Alcohol Free, launching a variant
Liefmans Alcohol Free is the alcohol-free version of the red fruit beer. The brief asked for a hook that would build awareness and make people want to try it. This social campaign answered with social-native content built on one word.
The challenge
Liefmans Alcohol Free is a new product on the market: the alcohol-free variant of a well-known red fruit beer. A launch calls for a hook that builds awareness while also creating the urge to try the product, without leaning on what the beer is already known for.
The concept
Under the theme "free", the campaign builds on five styles: Freespirit, Freerunner, Freethinker, Freezing and Freestyler. Each style translates part of the message behind Liefmans Alcohol Free, from the freedom to live life to the full to keeping your own style and staying in control. In the hero video, these five styles come together into one whole.
Making it work
The campaign consists of a 15 and 30 second hero video as a social post, complemented by short snippets per style for online advertising. Boomerangs and photography were produced alongside these, set up specifically for use on social posts and advertising. The content was developed in a square 1:1 format, matching the channels the campaign runs on.
Ready to design interactions that actually stick with your brand?Let's talk
