This project reimagines On The Rocks Cocktails as a sophisticated 0% drink, designed for the growing mindful drinking movement and Gen Z’s desire for more premium, alcohol free experiences. The outcome includes a refreshed brand identity, elevated packaging design, and an engaging multi platform campaign featuring Spotify playlists, Snapchat filters, and interactive photo booth activations. Blending creativity with strategy, the project explores how branding, storytelling, and digital experiences can transform a product into a lifestyle, proving that great taste and social connection don’t require alcohol.
Social Media Campaign
Social Media Campaign
Polaroid
Polaroid
Snapchat AR Filters
Spotify Playlists
Social Media Campaign
Margarita
Margarita Back
Cosmopolitan
Pina Colada
In this project, it was important to respond directly to shifting cultural attitudes around drinking, particularly among Gen Z and the sober curious movement. Research into this target audience revealed a growing demand for authenticity, wellness, and premium quality not just in product content but also in brand experience. These insights shaped the decision to position OTR not as a lesser version of its alcoholic counterpart but as a standalone lifestyle product that elevates social rituals without compromise.
A key focus was on maintaining the brand’s original craftsmanship while introducing visual and experiential cues that feel relevant to younger audiences. This came to life through sophisticated packaging design using fresh colour gradients, minimalistic labels, and natural ingredient imagery that distinguishes the 0.0 range while still feeling part of the established OTR family.
The multi channel campaign strategy was designed to meet Gen Z where they spend their time, online and in experience driven environments. Spotify playlists, Snapchat AR filters, and pop-up Polaroid photo booths create touch points that extend the brand beyond the drink itself, encouraging interaction, shareability, and memorability. These activations are not only aesthetic but are also embedded with values of community, creativity, and lifestyle relevance which are all highly valued by the target demographic.
By blending thoughtful design with digital engagement, this project demonstrates how branding and packaging can work seamlessly with social and experiential marketing to reshape product perception, turning a non alcoholic cocktail into an aspirational, culture forward choice.
