ON THE ROCKS
On The Rocks Cocktails is launching its latest product, enjoyable for all.
ON THE ROCKS COCKTAILS
LET’S NORMALIZE BEING SOBER
As people have started to become more conscious of what they put into their body, more attention has been placed on lifestyle habits. Not drinking seems to be quite controversial in society, and there’s so much pressure that comes with alcohol. But, being sober is what works for some people. Either they’ve experienced addiction or have a family history of addiction, they can’t drink alcohol for health or religious reasons, or they just simply don’t like the taste. However, there is this notion that you’re no fun if you don’t drink, or you’ll look odd if you’re not drinking at events. That’s where mocktails come in.
CHEERS TO SOBRIETY
Alcohol is connected to celebrations, but we should celebrate sobriety as well. Mocktails are a great way to participate in the celebrations without being singled out, and are more fun than water or plain juice. There’s a misconception that non-alcoholic drinks are just juice, but mocktails can have a complex flavor profile that’s more often associated with alcohol. By having these options at parties and events, those who are sober curious, dislike alcohol, can’t have alcohol, and especially those who are recovering from alcoholism feel less pressure to give in and drink with the others. It is the best way to make sure everyone feels included.
SOBER FOR ALL OCCASIONS
Whether you’re participating in Dry January or simply wanting to look after your body more, there are alternatives out there that are non-alcoholic and not loaded with sugar and artificial flavoring. We wanted to support those who are sober and come out with an alcohol free drink that is produced with the finest, most high quality ingredients that were grown directly from the soil, through the rocks. With the same, revered craftsmanship we’re known for in our cocktail blends, we are now bringing you our latest launch, mocktails on the rocks.
Cheers!
Explore all the flavors of our newest mocktails, perfect for the warmer weather ahead. Enjoy, on the rocks.
Disclaimer: This is a class project for USC Annenberg. I am not affiliated with On The Rocks Cocktails.
Project Elements
Elements of this project include four Instagram posts complete with captions, one billboard ad, and one bus shelter ad.
Bus Shelter Ad
The objective of the bus shelter ad is to convey how healthy and fresh the ingredients are in the bottle, maintaining the high quality craftsmanship even in a new product launch. Even the most health conscious people won’t need to feel guilty drinking the mocktails.
Billboard Ad
Playing off of the company name and drinking phrase, I wanted to put a twist on it. Most of our food grows from the soil through the rocks, and so to reinforce the idea of how fresh and healthy the ingredients are, I tweaked just one word to deliver the message.