Project date January 2026
Arduenna No Alcohol
Not a Gin. A Twist.
Rather than positioning Arduenna No Alcohol as a classic alcohol-free gin, we
chose
to rethink its role entirely.
Based on consumer insights and market perceptions, we identified the risk of
comparison with traditional gin.
Our strategy was to transform the product into a “twist”: a creative final
touch that enhances drinks and invites people to experiment.
This repositioning shifts the product from a
substitute to a value-adding ingredient, creating a new category and a more desirable usage.
Awareness campaign
Packaging for UGC
Consideration campaign
Co-created recipes with bartenders
Web Site campaign
Arduenna No Alcohol -
A new product concept
Date January 2026
What
Reposition a non-alcoholic product in a saturated market
Arduenna No Alcohol was initially launched as a non-alcoholic version of the brand’s iconic gin. Our mission
was to rethink its positioning and communication in order to make it relevant and desirable for a young,
urban audience. Rather than promoting it as a direct substitute for gin, we chose to redefine its role in
consumption habits.
Who
Young urban explorers (25–45)
Young adults living in urban areas, curious about new consumption trends, sensitive to responsible
lifestyles, and looking for innovative, social and pleasurable drinking experiences. They enjoy cocktails
and social moments, but are increasingly open to reducing alcohol without sacrificing taste, creativity or
status.
Why
Because “0% gin” is not attractive enough
Research showed that non-alcoholic spirits often suffer from a negative image: perceived as disappointing,
overpriced, tasteless or only meant for people who don’t drink at all. Positioning Arduenna No Alcohol as
a classic “gin alternative” would create expectations the product could not fully meet, and risk
reinforcing existing prejudices around alcohol-free spirits.
Insight
People don’t want less : they want different
Consumers are not necessarily looking for a copy of alcohol, but for new experiences that fit their social
rituals. What they fear is not the absence of alcohol itself, but the loss of pleasure, creativity and
belonging. They want to stay part of the moment, without feeling excluded, bored or downgraded.
Idea
Not a gin. A twist.
We repositioned Arduenna No Alcohol as a “sublimer” : a final touch, a creative ingredient that enhances
cocktails and mocktails instead of replacing alcohol. A product designed to twist classics, personalize
drinks and encourage experimentation.
Arduenna No Alcohol becomes a tool for creativity, not a compromise:
not a soda, not a syrup, not an imitation, but a new category of its own.
The campaign invites people to add a twist to their drinks, their habits, and their social rituals.