The Shout Magazine (New Zealand)

Lyre’s Non-Alcoholic Spirits debuts global ‘Make It A Lyre’s’ campaign

Non-alcoholic spirits brand, Lyre’s, has announced the launch of its ‘Stay Spirited. Make it a Lyre’s’ campaign – a global media campaign introducing their sophisticated alcohol-free drinks and brand via TVCs, digital, and out-of-home advertising.

Consumers will be introduced to the voice and spirit of the brand as the bottles come to life through animation, music, movement, and humour, aiming to drive awareness and drinks inspiration for the non-alc category.

The campaign, led by Australian partners The Kinetic Agency and Audience Precision, is Lyre’s most comprehensive global integrated campaign to date, targeting Australian, New Zealand and key international markets.

Lyre’s challenged its creative agencies to showcase the voice and life of the Lyre’s brand—the cover stars of their bottles, the Social Animals.

The message is that sophisticated adult non-alcoholic drinks are becoming the go-to choice for many adults moderating or reducing their alcohol consumption.

“We founded Lyre’s to change the way the world drinks – and we created our distinct brand to be memorable and inviting, like a good social occasion should be,” says Co-Founder and CEO of Lyre’s Mark Livings.

“Our anthropomorphic characters, or ‘Social Animals’, are the drivers of this identity, and seeing them come to life in this campaign is a joy. We hope our audiences feel the same way and get to know the Lyre’s Social Animals and brand even better.”

Lyre’s Chief Marketing Officer Paul Gloster says Lyre’s created its first global campaign to be universal, so that in any market, in any language around the world, people will recognise the drink and know how to make it a Lyre’s.

“The campaign will roll out across this year and next and will frequently refresh with new drinks across more markets as we evolve,” he says.

“It gives us a very solid long term creative spine to meet our upcoming growth requirements as a truly global omni-channel business.”

Founded in 2019 by entrepreneurs Mark Livings and Carl Hartmann, Lyre’s is the world’s most comprehensive non-alcoholic spirit range with 18 alcohol-free classic spirits, five ready-to-drink cans and a non-alcoholic sparkling wine.

Inspiration for the Lyre’s name comes from the Australian Lyrebird, which inspired a crew of animal mascots, each created to represent the uniquely crafted liquids.

New Zealanders can expect to see Lyre’s’ Social Animals make their debut across digital and out of home now.

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