Background:

NotCo is a FoodTech unicorn that is revolutionizing the food industry. in their latest venture, NotHangover is a probiotic shot that breaks down the byproduct of alcohol responsible for feeling rough after alcoholic consumption.

The goal of the campaign is to raise product awareness among Gen-Zs who like to have a
good time, mainly young professionals, college students and tech bros.

Insights:

Despite the increasing pace of life, younger people are slowing down their consumption of alcohol and aren’t drinking as much as previous generations. One reason could be wanting to avoid the aftermath affecting their health and being thrown them off their A-game the day after.

This proves a challenge to the brand though; if younger people aren’t drinking they won’t be reaching for the product. And if the campaign focused too much on the negative effects of drinking, this would further isolate the audience.

Solution:

We wanna let young people know that
it’s okay to play hard.


Cause they deserve it.
Nothing’s holding you back from letting loose;
where you can have a great night and an even
better day killing it at work or class after. 

So have another drink (or 2 or 3, no ones counting)
cause the Last Drink is On Us.

Activations:

Our Activations target the key audience in spots where you are likely to start or end a night out.