Celebrate Dry January in Style with St. Agrestis’ Phony Negroni®
As Dry January inspires millions to take a break from alcohol, St. Agrestis is redefining the non-alcoholic cocktail experience with the launch of a bold new brand platform, “The Party is in You.” The platform is debuting with a 30-second spot, “Happy Hour Is a State of Mind.”
Led by award-winning creative director Olivier Agostini, the campaign invites drinkers and non-drinkers alike to experience the joy and confidence that comes from within. Featuring St. Agrestis’ bestselling Phony Negroni, the spot challenges common perceptions of non-alcoholic beverages by showing that non-alcoholic doesn’t have to mean compromising on style, sophistication or taste.
“Dry January provides the perfect moment to showcase the magic of non-alcoholic cocktails,” says Agostini. “‘The Party is in You’ celebrates individuality and self-expression, reminding everyone that happiness is a state of mind, whether or not alcohol is part of the equation.”
Blending nostalgia and modernity, the campaign …