DRTY Drinks: Branding

DRTY, a new producer of hard seltzer, helped introduce the product to young adults in the UK with a striking design and health promises, meeting its KPIs and surviving the coronavirus pandemic.

Executive Summary

Seeing hard seltzer's explosion onto the scene in the us, former Diageo marketers Oli Clements and Matija Pisk seized the opportunity to introduce this drink to the UK as a market disrupting alternative to high sugar ciders, RTDs and calorie dense beers.

A distinctive design and tone of voice was absolutely imperative to support the brand's positioning 'live clean drink DRTY' - a punchy British challenger brand with a rebellious attitude for those who want to live clean, but also live fun.

In a sea of competitors that focus on product benefits like naturalness, botanicals and health, DRTY stand...

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