‘No booze, no problem’
Digital Series Case Study
How we helped an N/A industry leader educate and entertain consumers.
THE CONTEXT
Curious Elixirs wasn’t (and isn’t) just another non-alcoholic beverage brand. It was a movement. Their booze-free, adaptogen-infused craft cocktails offered all the complexity of a great drink with none of the hangover. But they needed a way to turn curiosity into conversions. The challenge was to create a campaign and series that would both entertain and educate, while helping consumers see the real potential of embracing a booze-free(ish) lifestyle.
THE WORK
We developed a humor-driven digital series concept built around the campaign “Think Responsibly” — a play on the phrase “Drink Responsibly” and a rallying cry that playfully challenged consumers to consider just how much they could accomplish without a hangover. No more wasted mornings, groggy afternoons, or regrettable late-night decisions. But with no hangovers comes great responsibility…What will you do with all your extra time? That was the question we posed. We worked alongside Curious Elixirs’ creative team to refine the concept, develop the series logline, shape episode arcs, and craft a cohesive theme. The result was a series that not only highlighted the brand’s delicious, organic ingredients and adaptogenic benefits but also positioned booze-free living as fun, aspirational, and full of possibility.
WHAT WE DID:
Brand discovery and exploration
Creative concept presentation
Series concept refinement
THE OUTCOME
The campaign sparked engagement, conversation, and excitement among both loyal Curious Elixirs fans and those just dipping their toes into the booze-free movement. By leading with humor, storytelling, and a fresh perspective, the brand was able to educate without preaching, entertain while informing, and inspire while selling. The campaign didn’t just push a product. It invited people to rethink what life could look like when they drink differently.
THE TAKEAWAY
Marketing a lifestyle shift requires more than just facts. It takes emotion, storytelling, and a little bit of fun. With “Think Responsibly,” we helped Curious Elixirs craft a message that empowered consumers, entertained audiences, and turned curiosity into conversion. The best campaigns don’t just sell—they inspire a new way of thinking.
