As more consumers embrace a healthier lifestyle, non-alcoholic beverages have seen a surge in popularity, especially during Dry January. TÖST, a leading non-alc sparkling beverage brand, seized the opportunity to connect with its audience during this period of conscious consumption. To capitalize on this year’s annual Dry January, TÖST partnered with Adgile Media Group to launch a truckside advertising campaign that swarmed New York City.
The campaign results were remarkable: over 12 million impressions, a cost-per-thousand impressions (CPM) of $3.17, a 3.29x lift, and more than 4,200 visits to TÖST’s website. This strategic move not only increased brand awareness but also caught the attention of key retail partners, like Whole Foods, which provided additional in-store support.
Why Truckside Advertising Was Essential for TÖST's Dry January Campaign
Dry January has become a cultural moment for consumers looking to reduce their alcohol intake after the holiday season. As a non-alc sparkling beverage, TÖST is perfectly positioned to meet the needs of these health-conscious consumers. However, to stand out in a crowded market, TÖST needed a creative advertising solution that could capture attention and make an impact.
Truckside advertising offered TÖST the ability to reach consumers where they live, work, and play. By turning delivery trucks into mobile billboards, the brand could generate visibility across high-traffic areas of New York City, reinforcing its presence throughout the Dry January season. This strategy ensured TÖST was top-of-mind for consumers looking for non-alc beverage options.
Campaign Overview: Dominating New York City During Dry January
TÖST’s truckside advertising campaign was carefully timed to coincide with Dry January, leveraging the peak period of consumer interest in non-alc beverages. The campaign focused on driving visibility in key neighborhoods and near Whole Foods locations to maximize its impact.
- 12,129,321 Impressions: The campaign reached over 12 million people, creating significant brand awareness and aligning with the consumer demand surge during Dry January.
- $3.17 CPM: The cost-per-thousand impressions (CPM) of $3.17 underscored the cost-efficiency of truckside advertising, particularly in a competitive market like New York City.
- 3.29x Lift: The campaign generated a 3.29x lift, demonstrating its effectiveness in elevating brand awareness and driving consumer interest.
- 4,236 Website Visits: With over 4,200 direct website visits attributed to the campaign, TÖST successfully converted brand visibility into online engagement and potential sales.
Creative Execution: Elevating the Moment with TÖST
The creative execution of TÖST’s campaign focused on celebrating the joy of Dry January with a sophisticated, non-alc beverage alternative. The trucks were wrapped with elegant visuals of TÖST bottles, accompanied by the tagline “Elevate the Moment.” This messaging resonated with consumers looking for a premium, celebratory drink that fits their lifestyle choices.
By presenting TÖST as the go-to option for Dry January and beyond, the campaign captured the attention of health-conscious New Yorkers who were seeking alternatives to traditional alcoholic beverages.
Leveraging Retail Partnerships: Whole Foods Case Stacks City-Wide
A key highlight of the campaign was the additional retail support TÖST gained from Whole Foods. Impressed by TÖST’s commitment to promoting its brand, Whole Foods granted case stacks city-wide, significantly increasing in-store visibility and availability. This partnership further strengthened TÖST's retail presence and drove foot traffic to key locations.
The combination of truckside advertising and strong retail partnerships created a seamless path from awareness to purchase, encouraging consumers to try TÖST and elevating its status in the non-alc beverage market.
Conclusion: A Winning Strategy for TÖST's Non-Alc Brand Growth
TÖST's collaboration with Adgile Media Group during Dry January showcases the power of targeted truckside advertising in boosting brand visibility and driving sales. By leveraging the cultural moment of Dry January, TÖST successfully positioned itself as a leader in the non-alc beverage category, reaching over 12 million impressions and significantly increasing consumer engagement.
As TÖST continues to expand its footprint in the beverage market, this campaign serves as a model for how brands can effectively use innovative advertising strategies to achieve their goals and build lasting connections with their target audience.
