To raise brand awareness and drive footfall and sales in key retail listings, including Waitrose, Sainsbury’s and Ocado, Atopia’s Dry January campaign includes:
Atopia’s Laughter Sessions at Benk + Bo in Shoreditch, London on Blue Monday, 20th January 2020
Mindful Drinking Festival by Club Soda on 18th and 19th January 2020 including a stand and workshops
Roaming sampling bike serving complimentary Atopia & Tonic around Shoreditch, Spitalfields, London, on 18th, 19th and 20th January 2020
Perfect serve education sampling and end-aisle displays at 100 Sainsbury’s stores nationwide
Atopia will invite consumers in London to experience mindful comedy, laughter yoga and live art at Atopia’s Laughter Sessions (ticket link here) on Monday 20th January to lift their spirits with laughter on the ‘saddest day of the year’. The ultra-low alcohol spirit, with only 0.5% ABV, will be showcasing it’s two variants, Spiced Citrus and Wild Blossom, at the event through a complimentary Atopia and Tonic or Atopia cocktail and providing guests with a laughter-inducing programme throughout the day from some of the most innovative performers on the UK comedy circuit.
Atopia will also host a Laughter Yoga workshop at The Mindful Drinking Festival in Spitalfields on 18th and 19th January [ticket link or more info] to engage directly with consumers who are moderating their alcohol intake. Across the festival weekend, Atopia will introduce a roaming sampling bike to encourage festival-goers and people in the Spitalfields area to live exceptionally this January with a complimentary Atopia & Tonic. The sampling bike will also be touring East London and will be pulling up to high footfall areas on Monday 20th January to engage commuters during Atopia’s Laughter Sessions.
Further to this, Atopia will be sampling in 100 Sainsbury’s stores nationwide on 18th and 19th January 2020 and will be launching in Waitrose in January 2020 with end-aisle displays and sampling in-store at key locations. Looking to on-trade, Atopia is launching at 49 Be At One locations with a free cocktail giveaway.
Atopia has been created to be the perfect accompaniment to mindful living, William Grant & Sons has skillfully built complexity in flavour, layer by layer, using botanical extracts, fruits and essential oils to create an exceptional ultra-low alcohol spirit.
Jennifer Farrell, Brand Manager at Atopia, said: “Influenced by consumers’ changing lifestyle habits and attitudes towards drinking, Atopia elevates the moderated drinking experience. January is the perfect moment in time to engage mindful moderators and those who wish to reduce their alcohol intake after Christmas with an exceptional drink. We want to encourage people to embrace mindful consumption, whilst maintaining the quality of the occasion.”
Atopia is working with creative communications agency Full Fat and brand experience agency Quantum to bring Atopia’s Laughter Sessions, Mindful Drinking Festival and the roaming sampling bike to life.