Client: SABÉ
Role: Art Director, Designer, Photographer, Animator
Agency: Illuminator
Creative Director: John Reid

SABÉ is a great idea:
canned cocktails that are actually cocktail-strength. But the category is crowded and full of products that underwhelm: low ABV, high sugar, sketchy ingredients. In short, if you love cocktails, you probably hate canned cocktails. The brand faced an uphill battle.

So how do you let everyone know that these are real, super boozy cocktails without saying they’re super boozy? You build a clever campaign around an anthemic double entendre: “Ready to Drink.” It hijacked category vernacular and rhetorically asked potential customers if they were ready for something better.

Our “Ready to Drink” campaign came to life as pre-roll on YouTube, across Facebook & Instagram as dynamic social stories and paid ads, organic content, plus a geofenced mobile campaign that engaged customers near SABÉ retail accounts. The work appeared in the four biggest DMAs across Texas. The campaign gave the brand immediate momentum, which led to a green-light of market expansions in North & South Carolina.

© BRANDON JOSIE 2023