abso-barry-lutely
abso-barry-lutely
Unique Selling Proposition: Barry is built for a good time.
Challenge: Position Barry as the definitive 'summer drink' among Gen Z Australians, leading them to prefer it over its competing beverages.
Opportunity: Position Barry as the drink Australian Gen Z says yes to, as a means to ease FOMO.
Target audience Insight: Gen Z Australians experience intense societal pressure to make these years the best of their lives, fueled by a pervasive fear of missing out (FOMO).
abso-barry-lutely drinking game
The central element that informs how we show up across our campaign activations is the “Abso-Barry-Lutely” drinking game, a deck of cards each with a dare written on them. The rules of the game are either you do the dare or take a drink. A simple game everyone is familiar with.
This is intended to initially start off as a gift with purchase when buying a 4-pack or slab of Barry's. So people can play at home with friends and family while drinking Barry.
Our executions and activations are modeled on the dares and concepts included in the game. This activation gives our campaign a distinctive personality, separating Barry from its competitors.
Bringing the drinking game into the retail experience, vinyl floor stickers featuring dares from the _Abso-barry-Lutely” drinking game, will guide customers towards the Barry cans in the fridges at liquor stores.
This innovative activation not only infuses an element of fun but also underscores the central role of Barry as the catalyst for the moment. Placing them along the customer's path helps to create the feeling of anticipation, effectively conveying the exciting feeling of leading to something.
