Promoting social connections

Overview

Veto Beer is a sustainable, vegan-friendly brand promoting conscious consumption. Its mission is to provide alcohol-free options that don’t compromise on social connection or taste. The campaign focused on two products, 'Play' and 'Pause', designed for different moments of life, encouraging people to embrace alcohol-free choices without sacrificing sociability.

Role

The project involved creating storytelling-driven promotional materials, including table talkers and posters, to promote the beers in pubs and restaurants. The goal was to engage customers in social settings and showcase Veto Beer as a vibrant alternative for everyone.

Challenge

The challenge was to position alcohol-free beer as aspirational and inclusive, steering away from the stigma that non-drinkers are “missing out.” The campaign needed to capture the product’s essence as a lifestyle choice, not just an alternative for designated drivers.

Solution

The messaging centred on the uplifting tagline, “Press Play – Join the Moment,” for the caffeine-infused lager, and the calming tagline, “Press Pause – Enjoy the Now,” for the classic lager. Bright orange hues were used for 'Play', symbolising energy and connection, while soft green tones defined 'Pause', reflecting relaxation and mindfulness.

Visuals featured friends in lively bar or restaurant settings, reinforcing the message of being part of the moment. The materials were designed to blend seamlessly with social environments, complementing the striking can designs crafted by Against Ordinary, which emphasise sustainability through the use of recycled aluminium.