LYRE’S
There was nothing dry about our January as we made sure Lyre’s was the liquid on everyone’s lips…
ABOUT THE PROJECT
Raising a glass to a phenomenal Dry January
After the year we’ve all had, for some the thought of giving up alcohol for a month would have been hard to swallow. In fact, the opposite rang true: Dry January in 2021 was more popular than it has ever been with 7m Brits taking part in the abstinence challenge.
For our client Lyre’s, the world’s most awarded range of premium non-alcoholic spirits, Dry January is the most important communication period in the year. Media appetite in the no and low category peaks and the competition to be featured within earned media is stronger than a bottle of 90% proof vodka.
We were tasked by the ambitious Aussie brand to “own the moment” within UK press. Building on our campaigning and media relations work from 2020, we deployed a robust, laser-guided media strategy that ensured Lyre’s was the brand on media and influencer lips across the month.
We began working on our Dry January press office in October 2020, lining up hero placements within relevant passion-point media publications including BBC Good Food (food and drink), Liz Earle (wellbeing), WeightWatchers (nutrition and lifestyle).
When the New Year started, coverage dropped across influential titles including The Times, The Guardian, the Evening Standard, Cosmo, Glamour, Esquire and Vogue. In fact we generated over 50 pieces of coverage for the brand in January alone. We’ll drink to that!
Alongside this, Influencers like Laura Whitmore and Alice Lascelles got in on the act too by sharing their favourite Lyre’s cocktails on social media. To top it all off, we placed the brand onto This Morning where Holly and Phil praised Lyre’s Amaretti describing it as “the best one yet” in a varied taste test. It’s fair to say we were popping our proverbial corks – non-alcoholic of course – when that happened.
This incredible brand work was supported by our always-on thought-leadership and trade story-telling that resulted in Lyre’s being recognised as the most awarded non alcoholic spirits brand globally and second most influential non alcoholic brand in the world. Not bad for a brand only 18 months old!
50+
pieces of coverage in
January alone
COVERAGE
HIGHLIGHTS
incl. The Times, The Guardian, Evening Standard, Cosmo
and Vogue
ITV
This Morning voted Lyre’s “the
best one yet” live on air!
