Caleño launches summer campaign
Non-alcoholic ‘spirits’ brand Caleño Drinks has launched its summer campaign to sustain the brand’s ‘momentum’ since Dry January.
Caleño’s campaign Say Yes to a Summer of No Regrets has been launched to continue the brand’s growth seen in January, where it delivered the largest values sales uplift in its category, according to Helium10 Sales data.
Ellie Webb, founder of Caleño Drinks, said: “Our exciting and impactful campaign will offer us exposure like we’ve never seen before. This activity will reframe the idea that you need to drink alcohol this summer to have a good time, and encourages consumers to release their inhibitions and live a summer of no regrets.
“We’ve experienced remarkable triple digit growth over the last year, whilst securing global distribution and extending listings in both on and off trade. We intend on accelerating even further with our summer campaign to build on our momentum.”
Caleño wants to change the perception of the no-and-low category by injecting fun and positivity into it.
Drawing from its Colombian roots, the brand’s bold branding paired with its ‘exotic’ flavours will support its tagline of ‘the joy of not drinking’.
A Summer of No Regrets will also be rolled out across digital platforms, with a series of ‘no regrets challenges’ where the brand will inspire its followers to participate in activities that they usually rely on alcohol or ‘dutch courage’ to do.
Chris Cardew, founder of Fridays at Nine, said: “With this campaign we’re bringing to life Caleño’s infectious sense of positivity at a time of year when people naturally want to have fun and make memories.
“With the multiple layers of advertising and experiential activity in place, our ambition is that by the end of the summer, those in our core target audience and regions would have seen, heard or tried Caleño. It’s big, unmissable and most importantly, fun.”
The drinks brand will also be bringing liquid to lips through a national experiential roadshow in a traditional Colombian inspired ‘joy jeep’ vehicle named Shakira, hosting sampling activity in UK cities throughout the summer.
In line with its summer campaign, Caleño will be promoting simple serves, influencing consumers to enjoy its non-alcoholic spirits with a singular mixer and garnish – Light & Zesty with tonic and pineapple, and Dark & Spicy with ginger ale and lime.
This educational piece will inform those who are new to the category on how best to simply enjoy its drinks, making no-and-low more accessible to all.
Caleño is available at multiple UK retailers in store and online, as well as on calenodrinks.com. It is also available in the US via drinknolow.com.
Caleño Dark & Spicy was awarded a Silver Medal in The Spirits Business’ Spring Blind Tasting 2022.