A nod to their long-standing partnership, independent social media agency, L&A Social, have been chosen to front a digitally-led launch campaign for Pinnacle Drinks’ newest alcoholic seltzers, Rainbird and Liberty Coast.
The agency has worked with the national alcohol distributor for more than six years across a number of wine, beer, cider and spirit brands, and will now be running an integrated social media campaign to catapult the new brands into the Australian market – just in time for summer.
The campaign uses insights from L&A Social’s recent social media census, as well as trends seen in the US “hard seltzer” category, to strategically target Australia’s growing number of health conscious consumers.
Founder and CEO of L&A Social, Gina Lednyak, says the launch of Rainbird and Liberty Coast is very timely to purchasing behaviours found in the company’s latest social media survey in collaboration with Pureprofile.
“We surveyed more than 1,600 Australians on their social media consumption habits and found a 160% increase in health and wellness purchases as a result of COVID-19 – the greatest area of impact throughout the course of the pandemic,” Ms Lednyak said.
“We also found that of the people shopping online, 13% are spending more money in the alcohol sector and 9% have purchased something they discovered through an influencer. This combination of insights has formed the basis of our social media launch campaign, where targeted messaging, strategic advertising and influencer marketing are at the heart.”
Ms Lednyak says the launch is supported by the exponential growth of the hard seltzer category in the US, which gained traction due to its association with health, flavour and convenience.
“Hard seltzers have really shaken up the alcoholic beverage industry in the US, with more than 50% of hard seltzer drinkers actively choosing seltzers over their normal drink of choice when they’re out and about.“
“This likely comes down to the fact that seltzers are much lighter and refreshing than your typical beer or ready-to-drink, and are virtually unaffected by seasonality because they can be enjoyed straight from the can or mixed with different fruits and flavours for whatever you’re feeling.”