WORK
IDEAS
Angostura Bitters: Stay Dry
Challenge
Every July, more Australians rethink their relationship with drinking as Dry July puts going alcohol-free firmly on the agenda.The irony? It also happens to be one of the wetter times of year.
We wanted to give Angostura a way into the Dry July conversation that felt more interesting than simply putting another drink recipe into people’s feeds.
Strategy
Dry July had already made staying dry culturally relevant. We just gave the phrase another meaning.By playing with the tension between a month spent avoiding alcohol and avoiding the rain, we could turn a drinks occasion into something Angostura could own beyond the glass.
Help people stay dry, in more ways than one.
Idea
We created Stay Dry, an Angostura rainwear drop designed for sober-curious sippers.Sydney bartenders modelled the collection alongside Dry July serves, before each piece dropped exclusively through Instagram in a stylish lookbook.
Because if you’re going to stay dry all July, you may as well commit to it.