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Participative media of the gen Z
People who party
Bacardi Martini
People who party

Group

Bacardi Martini

Market

Wines & Spirits

Category

Innovation

People drinking cocktails
Two people playing basketball in an arcade
Two people in a cadis

The context

Are you familiar with the phenomenon of binge drinking?

Binge drinking, or drinking in an excessive way without pleasure, is what Slow Drinking is fighting against. Slow Drinking is the Bacardi Martini alcohol group's program to raise awareness of moderate alcohol consumption. Its goal is to change the way people think about alcohol, and in particular the social pressure to consume it among young people.

The challenge

After 10 years of awareness raising, Bacardi Martini's Slow Drinking program needed to make an even stronger impact and to perpetuate its actions with a daily and lasting engagement from its audience.

The objective

How can a digital strategy help change routines, beyond changing mentalities?

Moderation as a daily enhancer

People partying

Moderation as a daily enhancer

Fabio, the AI bartender

1.

Nudge : Creation of an AI companion on Whatsapp : Fabio, barman 

What could be better than a Whatsapp chatbot to effectively nudge the awareness program with Gen Z, in a daily and sustainable way. Powered by artificial intelligence, the chatbot adapts to the requests and answers of each of its interlocutors. Moderation tips, recipes, bartending tips and jokes... Fabio is available 24/7 to help young people in their transition to moderation. Always with kindness and empathy.

Two people dancing

2.

Social media as a participative media

Because no one can speak better to Gen Z than Gen Z itself, the agency decided to make the Slow Drinking movement collaborative with its large community. Posts co-created with them, collaboration with memers, opening debates, re-use of the best comments etc.

Colorful illustrations

3.

For a common growth

Thanks to Slow Drinking's collaborative approach to social networks, its content is growing with each publication, always more in line with the daily reality of Gen Z and its culture. At the same time, the Slow Drinking team has access to a rich set of insights and data thanks to its community, much like a lab.

en chiffres

Follolow

Activated countries

Follolow

Global Followers

Follolow

Engagement

4//135K//6,5%
Projet Suivant
Savoye

Affirm brand identity

Savoye Logistics Center
Savoye Logistics Center
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Toward zero waste

Man painting a chair
Man painting a chair
STIHL

Becoming the digital love brand of the garden

Leaves in a tree
Leaves in a tree
Veja

Stepping into influence

Pair of Veja shoes
Pair of Veja shoes
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Storytelling " joyfully decadent "

Front of the House of St-Germain
Front of the House of St-Germain
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Rugby World Cup in Japan

Rugby World Cup Japan poster with Société Générale
Rugby World Cup Japan poster with Société Générale
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Orange background
Orange background
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Siemens kitchen
Orange

Say hello to my digital journey

Illustration of a woman in orange
Illustration of a woman in orange
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Passionately Cooking

Person washing vegetables
Person washing vegetables
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Woman walking in the forest
L'Oréal

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women from the back
women from the back
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Man with a suitcase in an airport lobby
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Bottle of Citadelle next to lemon on a beach
Bottle of Citadelle next to lemon on a beach
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River
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Matching dinner with a bottle of Grey Goose
Matching dinner with a bottle of Grey Goose
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Image of J'adore
Image of J'adore
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More than a rosé, a project

Vineyard in the sunlight
Vineyard in the sunlight
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Participative media of the gen Z

People who party
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Chanel

An innovating client experience

Chanel illustration of a woman on a sofa
Chanel illustration of a woman on a sofa
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Modernizing the legacy

Reception room with champagne on the table
Reception room with champagne on the table
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Tractor in vineyards
Tractor in vineyards