Creative agency The General Store has partnered with Mode alcoholic seltzer, a new entrant in the emerging seltzer category.
Aimed at the more discerning, health-conscious customer, Mode is available in a choice of four flavours featuring native Australian ingredients and is also low-calorie, low-sugar, vegan friendly and gluten free.
According to reports from alcoholic beverage analysts IWSR, the seltzer category is set to grow by 25% in Australia by 2025. By that stage, it’s predicted that alcoholic seltzers will account for half of all global ready-to-drink volumes.
The General Store worked with Mode on all aspects of brand creation and promotion including brand strategy, naming, brand identity, advertising, activation, media strategy and investment.
Michael Clifford, founder of Mode says: “In a crowded market of craft beers, cocktails and wines, we saw an opportunity to create a sophisticated drink at the premium end of the market as the seltzer category continues to develop.”
Matt Newell, Partner and CEO at The General Store says: “There is clearly a market opportunity at the top end of the seltzer category, so we were happy to invest a portion of our fees back into the company. And Michael has deep pedigree in the category so we were excited by the opportunity to partner with him.”
Credits:
Client: Michael Clifford, Founder & CEO, Mode
Creative Director: Reeshma Bhanji
Designer: Genevieve Read
Co-Client Service Director: Alex Edwards
Strategy Planning: Andrew Kohn & Matt Newell
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