The Social Club

Giesen 0%

The Brief

Dry January can be an enjoyable and exciting month for some, and a daunting month for others. We needed to shift the focus from what one may miss out on, to the benefits that come with enjoying Giesen 0%.


The primary aim of our campaign was to break down the perceived barrier of ‘taste’’ by educating consumers on the benefits of 0% products. There needed to be a particular focus on Giesen 0% in order to hold tight to Giesen’s leadership position in the hotly contested  0% wine category. 

Sitting alongside the strategically placed paid and organic social campaign, we collaborated with influencers and content creators to reach a wider, invested audience. 


The influencer-led component helped to amplify our message and inspire their followers to incorporate 0% beverages into their friend gatherings and dinner parties. Instagram competitions further engaged our audience and encouraged two-way conversation.