Discarded Spirits Co., owned by William Grant & Sons, has launched its first-ever UK advertising campaign to drive awareness of its award-winning zero waste spirits range.
The campaign, developed by creative agency Space, features a series of national and London upweighted OOH placements – digital / standard 6 sheets and 48-sheets – and runs across several social media platforms.
The creative, featuring stylish shots of Discarded cocktails, uses the line “Waste Tastes Beautiful” communicating how everyday waste can be given a beautiful second life with a little creative imagination.
Dramatising this point, a series of lenticular 6-sheets are being used which show, in the shape of the glass, discarded banana peels transform into a delicious banana daiquiri.
In keeping with the brand’s sustainable credentials, recycled 6-sheet paper is being used for all paper-based 6 sheet panels.
Space has also created a second OOH execution featuring the line “Just Another Billboard Advertising Rubbish”. These 48-sheet posters will feature in prominent locations throughout London.
Media placements will support the brand’s retail distribution with nationwide panels near Waitrose stores.
OOH and DOOH, to support the brand’s presence throughout London Cocktail Week, also features in the media plan.
Social media assets have been created to run across Pinterest, Facebook, and Instagram.
The campaign runs throughout September and October.
“Discarded has a simple mission: to reverse needless waste and lead the sustainability movement in the spirits industry. It’s pioneering a renewed version of luxury for the drinks sector. Space is delighted to be able to tell its story through this advertising campaign; redefining the perception of waste as something that can be beautiful.”Anna Teemant, Senior Account Director at Space
Established in 2018, Discarded turns waste products, commonly found in the drinks industry, into essential ingredients for a new, innovative, and sustainable range of spirits.
The range currently includes Discarded Banana Peel Rum– a cast aged rum infused with the extract of banana peel, Discarded Sweet Cascara Vermouth – sweet vermouth infused with cascara, the discarded fruit of the coffee berry, and Discarded Grape Skin Vodka – a Chardonnay Vodka using fruit recovered from winemaking.
Space was appointed by Discarded Spirits Co. as its creative agency in 2021. The agency’s first work for the brand was the multi award-winning experiential campaign entitled “The World’s Most Rubbish Bar”.