Copy and content writing for N/Agave
N/Agave is an example of a first-of-its-kind, zero-proof agave spirit made to offer an upscale, health-conscious choice for drinkers and non-drinkers alike.
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N/Agave is a non-alcoholic spirit created to offer an option for anyone who wants to enjoy the social aspects of drinking with friends without the pressure to indulge or stigma of waving away a drink. But unlike many non-alcoholic spirit alternatives, N/Agave is positioning itself as not a replacement for alcohol but a first choice.
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The challenge for N/Agave was two-fold: One, to create a brand message that highlights the fun, communal aspects of drinking without the actual alcohol. Two, to solidify its place on the shelves and in the minds of consumers who haven't tried zero-proof spirits before. In absence of the kind of heritage legacy and brand loyalty alcohol brands have built over decades, N/Agave had to establish itself not as a lesser option to alcohol, but a desirable alternative. I wanted to center N/Agave's story around possibility, community, and that feeling of waking up after a long night with zero regrets. ​
N/AGAVE'S BRAND VOICE
Fun / Health-Forward / Aspirational / Socially-Conscious / Inclusive
THE STORY / BRAND STRATEGY​
N/Agave is brand that's as much about the lifestyle it promotes as the product. By harnessing the demographic's desire to capture and share images of their lives with friends and strangers alike, I focused the brand's story on the power of remembering the best nights of our lives – zero regret, one hundred percent memories. Using aspirational imagery and uplifting messaging, N/Agave gives their audience the freedom to indulge in the wild nights they crave, all while eliminating the harmful effects that would take away from the joy those nights brought them.
MAKING THE BRAND / ABOUT N/AGAVE​
Because N/Agave is a novel concept – a first of its kind, N/A agave spirit – it was imperative to educate the audience about the product and the culture around it simultaneously. To do this, I invited the customer into a world of new possibilities with one simple question: What if you could have all the positives of drinking with friends without the numerous downsides? From there, the process of creating the spirit takes center stage, focusing on the harvesting, distillation, and flavor profiles of N/Agave. This way, the customer can see the enormous care taken to perfect such a unique spirit – and the ways in which N/Agave exudes the same class and sophistication as other premium liquor brands. ​​
BUILDING THE WORLD​
One of the many positive byproducts from N/Agave's wholesome, fun, and youthful brand strategy is the potential for infinite collaboration. N/Agave is a natural fit for a wide swath of tie-ins – anything from community events, health initiatives, influencer/celebrity sponsorships, or complimentary brands with shared values. Below are just a few potential examples of building out N/Agave's world and increasing their reach. ​​
"I train 365 days a year, so losing days to hangovers was a no-go for me. I felt left out sometimes, honestly," the 29 year old footballer remarked. "I'm always either in the gym, on the pitch, or traveling. So, the time I do get to see my mates is really special. And feeling like the odd man out during a night at the pub doesn't exactly feel special, you know? And before? The N/A options were... not great. Let's leave it there," he laughed.
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But now?
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"Now, I can have fun, make memories, and still make it to the pitch on time the next day. My mates have even taken to ordering N/Agave themselves. It tastes great with non of the morning-after regret. A bit of a win/win, right? And there's nothing I love more than a win."
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AFC Richmond Star Daiman Sosa Partners with N/Agave
The 1st Annual Seattle Night Marathon
Powered by N/Agave
N/Agave has partnered with the 1st Annual Seattle Night Marathon to fuel you and 20,000 of your closest friends.
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Starting at 7:00pm at the Museum of Pop Culture and winding its way through the city, the course includes all the scenic treasures and natural wonders that makes the Emerald City the jewel of the Pacific Northwest.
And after 26.2 miles, we'll be there at the finish line to quench your thirst until the sun rises with N/Agave's specialty spirits and cocktails.
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0 Proof. 0 Regret. 100% Flavor.
