UK non-alcoholic spirit brand Seedlip continues its mission to provoke a more sophisticated approach to balanced drinking with the launch of a new campaign, Choose Different.
Encouraging people to embrace different ways to enjoy a cocktail and make choices that don’t involve compromise, ‘Choose Different’ welcomes new and existing fans to reimagine what drinking occasions can be: non-alcoholic, exciting and full of incredible flavour.
Collaborating with celebrated actor Regé-Jean Page, the brand has produced compelling content demonstrating how seemingly ordinary moments can be transformed by Seedlip’s choices. Page takes a playful approach as he provokes new perspectives while showcasing both the range of Seedlip’s non-alcoholic spirits and the breadth of cocktails that can be crafted to suit anyone’s preferences.
“I enjoy being both adventurous and discerning in my life, whilst always striving for balance,” explained Page. “The ‘Choose Different’ mindset is a reaction to those moments where we have an opportunity to be a little creative and discover something new for ourselves.”
In the video, Page experiences reality differently. A cocktail glass detaches from a Seedlip bottle, which appears from pages in a book. A Seedlip Spritz morphs into a Seedlip Espresso Martini, and is garnished by a grapefruit slice Page plucks from a painting.
“Seedlip provides endless possibilities for me when it comes to how and what I drink,” page continued. “I’ve always wanted something a little more sophisticated than the sugary sodas or fruit juices that are typically available when asking for a non-alcoholic option, and Seedlip’s diverse portfolio offers just that.”
Demonstrating a “Don’t mind if I don’t” attitude, the playfulness of the video is intended to further empower those who choose to moderate – whether during a particular moment or as a lifestyle.
“The North America ‘Choose Different’ campaign is an opportunity to evolve the brand’s place in culture as more people seek out balanced drinking options,” further explains Kavitha Krishnamurthy, General Manager of Diageo Non-Alcohol Beverages. “Regé-Jean Page is the perfect partner to bring a relatable and fresh perspective to this emerging social trend that we believe will entertain our existing fans while welcoming new drinkers into the Seedlip family.”
The video utilises the unique visual style of first-generation Hispanic-American director Meg Gámez – a style that echos the strong ties that Seedlip has to the world of graphic design and innovation.