Idea
First clean-label non-alcoholic wine brand in a wide-open category
Justin Mares launched Surely after noticing the non-alcoholic boom (Bud Light bought 3 Super Bowl spots, including Bud Zero) had produced good NA beers and spirits but nothing in wine. He built the first clean-label, high-quality non-alcoholic wine brand to fill the gap.
“we saw like a ton of really good non-alcoholic beers, some really good like non-alcoholic spirits options. And nothing in the wine category. And so we decided to build the first clean label, really high quality, nonalcoholic wine brand and wine company hired like real winemaking talent and the like.”
Steal thisWhen a category is booming, find the one product format nobody has built yet and own it as the first clean, high-quality brand.
Framework
Brand the healthy thing with junk-food marketing energy
Liquid Death's core insight: the funniest, most memorable ad campaigns of the last decade (Bud Light, Dos Equis, Doritos, Red Bull) all come from junk food and alcohol, while healthy products are marketed quietly to moms. The play is to take the healthiest thing you can drink and brand it with the fun usually reserved for unhealthy products.
“most of the most hilarious, memorable ad campaigns that you ask most people about of the last 10 years, they'll tell you Bud Light, Dos Equis, Snickers, Doritos, Skittles, like all junk food and alcohol. That's the funniest, most memorable kind of youth culture owning and energy drinks like Red Bull.”
Steal thisFind a healthy product marketed quietly to moms and re-brand it with the irreverent, fun energy that junk-food and alcohol brands own.