Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of NOLIQ.
Positioning, messaging and launch
Non-alcoholic canned cocktailsNOLIQ.
A great product in a crowded new category, and a founder who needed a clear position and a plan to launch it without a giant's budget.
The real problem
NOLIQ came in wanting a launch. What the founder actually needed first was a position: a reason to pick this can in a category filling up fast, with the big beverage companies already moving in.
What I noticed
The people most excited about non-alcoholic cocktails weren't lifelong non-drinkers. They were drinkers cutting back, who wanted the drink they already loved, minus the alcohol. And Dry January isn't a one-month spike. It's the easiest month of the year to meet new customers who stay.
The call I made
I wrote several distinct value propositions, from sober curious to mixology to the bar is wherever you are, so the founder could choose a real position, not just a tagline. Then I built the launch around owned first, earned second and paid third, because you can't outspend the giants, and I used Dry January as the kickoff for the brand rather than the whole story. Online and direct to consumer first, with retailers kept firmly in view.
What I built
Landscape analysis and category research, then the value proposition and a messaging guide, and finally a full Brand Launch Toolkit: an audience of 25 to 44 year olds, mostly women, a launch timed to Dry January, Instagram, TikTok, email journeys, SEO keywords, a 12-month content calendar and retailer tools. My value proposition copy ran on the NOLIQ website. I also handed over the sell sheets, retailer deck and training materials I built for Vuka as working templates, operator experience most agencies simply can't offer.
The words
Join the Cocktail Rebellion.
Listen up! At NoliQ, we're all about helping you unlock your true potential, toast to your ambitions and celebrate your success. We know you're health-conscious and crave the thrill of vibrant social experiences, which is why we proudly offer NoliQ, the sassiest non-alcoholic cocktail in town, created to complement your dynamic lifestyle and help you amp up your social game... without a drop of alcohol.
We're all about balance. NoliQ is your guilt-free passport to a healthier and happier lifestyle. Say goodbye to those calorie-laden cocktails, 'cause NoliQ brings you zero alcohol and lower calories, with added vitamins and nutrients to help you stay on top of your game, all without sacrificing an ounce of taste or enjoyment. It's time to have your cocktail and drink it too, the healthier way. Indulge today without compromising tomorrow.
Then
NOLIQ walked into launch with a position, a voice, a 12-month content calendar and the retailer tools to take it beyond the website when the time came.
The lesson
When you can't outspend the category, out-position it, and start with the customers you already own.
The work
What I brought
- Landscape analysis
- Category research
- Value proposition
- Messaging guide
- Brand Launch Toolkit
- Content calendar
- Retailer tools
This work was created for The Bureau of Small Projects, on behalf of NOLIQ. All rights belong to the agency and the client.