National OOH and digital campaign launched for dry drinks brand

Charlie Spargo's picture
by Charlie Spargo

Tomorrow (February 19th) will see the launch of the first-ever national OOH and digital campaign for Lyre's, creators of a range of 13 non-alcoholic spirits.

The campaign was launched by The Kinetic Agency, and is designed to challenge the status quo around the social conventions of alcohol consumption.

With a reported 12% of UK drinkers planning to cut down on alcohol consumption this year, the Lyre's campaign inspires people to embrace the movement around drinking mindfully and without the repercussions. The wide-ranging campaign carries the tagline, 'Opt out without being left out'.

It will run throughout spring, utilising large format and DOOH advertising, alongside a targeted social media and digital display campaign.

Jayne O’Keeffe, VP European Marketing at Lyre's, said: “Consumer drinking habits are changing and it’s not just a fad, people are increasingly concerned about their health and wellbeing and are choosing more mindful ways to live their life.  

"Our strategy has been to develop a range of great tasting products that are accessible and empower people to feel good about drinking, whether that’s someone who just wants to cut down or doesn’t drink at all. UK consumers have embraced Lyre’s and we’re excited to be launching our first nationwide campaign just a few months after our UK debut.”