L&A Social Partners With Pinnacle Drinks To Launch New Alcoholic Seltzers

L&A Social Partners With Pinnacle Drinks To Launch New Alcoholic Seltzers
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



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.”

 

Please login with linkedin to comment

liberty coast rainbird

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]