Made in Chelsea’s Spencer Matthews appointed us to help launch his new non-alcoholic spirit, CleanCo. As this was a new brand category, CleanCo approached us with a brief to ensure that as many people as possible had the chance to taste the product.
Everyman Cinema was a perfect partner, allowing us to tap into an upmarket audience. The year-long partnership kicked off with our “Members Monday” offer, which allowed both members and their guests to receive a complimentary glass of CleanCo G&T. This ran until the end of Dry-January and was supported by a bespoke ident that ran before every screening. From February, the campaign switched to becoming “Midweek Movies”, where all those attending on a Wednesday received a complimentary drink. The campaign was supported with online activity, including a hub page hosting a competition for the chance to win a five-star luxury break in London.
In the first five months, the campaign reached over two million cinema-goers with over 26k samples being distributed. This also led to over 4,000 additional CleanCo G&Ts being sold within Everyman cinemas.