TO SUCCESSFULLY LAUNCH BEEFEATER 0.0 ON THE MARKET WE CONVINCED BULGARIANS THAT 0% ALCOHOL CAN BE 100% FUN BY GETTING THEM TO TRY ROLLER SKATING!
Sober night outs are becoming more popular among Gen-Z. Yet on the Bulgarian market 0% alternatives are still perceived as the less fun option. To launch Beefeater 0.0 we asked ourselves: what if we give people something fun, new and exciting to do while they sip on a fun, new and exciting drink? That’s how “Drink Rink” was born – the first roller skating bar in the country (and probably in the region).
The idea of Drink Rink is dead simple: every time you order a Beefeater 0.0% cocktail you get free roller-skates. To attract people and to give them a glimpse of the fun they can experience the campaign was fully inspired by the 80’s disco roller skating esthetic.
Every element of the campaign was crafted with the sole intention to show just how fun and exciting experience a 0% alcohol brand can bring to the table. From the dreamy disco visuals, the funky videos, the social media content and all the way to the special invitation that literally speaks for itself.
The menus at the bars offered unique Beefeater 0.0 cocktails served in cans. Combined with the neon lights, the musical guests, the on-site branding and everything else the venue served one single goal: to show that 0.0% alcohol truly can be 100% fun!
Through Drink Rink Beefeater 0.0 not only managed to introduce itself on the Bulgarian market, but also linked the product with a hot urban trend like roller-skating. Without associating itself with a high-intensity sport (like 0% alcohol beers usually do), Beefeater found its own fun and exciting activity. With this singular campaign, the door is now open for the brand to claim the roller-skating territory and make it an ownable asset for years to come.
