Ceder’s recruits Fearne Cotton for wellness driveBy Owen Bellwood
Alcohol-free ‘spirit’ brand Ceder’s has partnered with TV presenter Fearne Cotton on a Dry January campaign that aims to reach 10 million consumers.
The Ceder’s Strike the Balance campaign sees the brand collaborate with Cotton, yoga expert Cat Meffan, and chef and wellness expert Jasmine Hemsley. As part of the campaign, Cotton, Meffan and Hemsley will host activities as part of an at-home wellness retreat on 9 January.
The virtual retreat aims to ‘excite and engage health and wellness fans’ through a programme of content including an inspirational talk from Cotton, yoga session with Meffan, sound bath meditation with Hemsley, and a Ceder’s cocktail masterclass.
The retreat will be supported by a digital media plan, which includes Instagram takeovers and a wellness content series to further engage with drinkers.
Ceder’s will also highlight its perfect serves through point of sale activations and visibility in retailer publications. The campaign aims to reach 10 million health and wellness-focused consumers.
Ceder’s was launched in the UK in 2018 through a partnership with Jameson owner Pernod Ricard. The brand currently markets its Classic, Crips, Wild and Pink Rose variants.
Laura Stephen, brand director at Pernod Ricard UK, said: “After a challenging 2020, people are looking to reset, restart and reinvigorate. The launch of Ceder’s first virtual wellness retreat will help consumers start the new year with a fresh mindset and energy and will ensure Ceder’s is top of mind during this key time. The event will bring balance to the body and mind, and allow for everyone to get on track for the year ahead and strike the balance for 2021.”