Although the holiday season is synonymous with bubbly, Coca-Cola-owned Appletiser has launched its 'Bubbles Done Differently' Christmas campaign to promote its alcohol-free sparking wine.
The campaign is meant to attract female grocery shoppers, with taglines that ask them to "bring out the other bubbles" this holiday season. The ads will also be present online, attempting to reach its market through areas of health, fashion and beauty. The main demographic for the campaign is females, mothers and new moms.
Appletiser's alcohol-free sparking wine aligns well with the rise of health-food and health-conscious consumers. As most families prepare family dinners and reach for sodas and juices as non-alocholic options, Appletisers wants to promote a different message. This campaign aims to show that the luxury and opulence associated with champagne can also be achieved through a healthier alternative.
What Makes This Trend Stand Out
- Health-conscious Consumers
- Opportunity to develop and market more alcohol-free options in response to the growing demand for healthier beverages.
- Targeted Advertising
- Opportunity to tailor marketing campaigns specifically to female grocery shoppers and mothers to increase brand awareness and engagement.
- Alternative Luxury
- Opportunity to position alcohol-free sparking wine as a luxurious and opulent choice for celebratory occasions, appealing to consumers who seek a healthier lifestyle.
Sectors Adopting This
- Beverage
- Opportunity for beverage companies to expand their product lines to include more alcohol-free sparkling options.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to specialize in targeted campaigns for specific demographics, such as female grocery shoppers.
- Health and Wellness
- Opportunity for health and wellness brands to collaborate with alcohol-free sparkling wine brands to promote the message of a healthier lifestyle and alternative celebratory options.
