Roku Gin 0.0% Alcohol D&AD Project
The Roku Gin 0.0% Alcohol project required the creation of a new non-alcoholic version of Suntory’s Roku Gin, alongside an innovative campaign idea that would engage a Gen-Z audience with Roku Gin.
Problem.
University students can often find themselves stressed out from work, finding themselves using alcohol as a tool to relax their mind. However, they often worry about the alcohol's affects on their mental health.
Insight.
Research suggests that two-thirds of consumers from 18 to 24 worry about the emotional impact of alcohol, and social media is influencing the youth to become more windful and live a healthier lifestyle.
Solution.
Roku Gin are in need of an exciting and engaging way to bring a non-alcoholic offering to an increasingly sober-curious market.
Students who are suffering from exam stress will be able to engage in learning a new culture and ease their stress with Zen meditation, without the worry of any negative health impact.
Once they've experienced the meditation lesson, they wil be invited to socialise with the group. While nolonger feeling the need of alcohol, they will be offered Roku's non-alcoholic offering of the gin.