GHIA
ghia’s “A Drink to Remember” campaign presents a refreshing alternative to alcoholic beverages that allows you to savor the best parts of your special occasions without the risk of losing precious memories.
With Ghia, every sip is an invitation to be fully present, to connect with others, and to create unforgettable experiences that endure long after the night is over. The accompanying mocktail recipe card booklet, “The Occasional Drinker”, ensures that everyone can partake in the social ritual of toasting and celebrating, regardless of their alcohol consumption choices. Beverage enthusiasts can unleash their creativity with a tasteful array of non-alcoholic concoctions that are as enjoyable to make as they are to sip.
CAMPAIGN RATIONALE
The “A Drink to Remember” campaign focuses on the idea that social occasions are worth remembering. In a world increasingly mindful of alcohol intake, Ghia refuses to compromise on taste or elegance, even when opting for a mocktail. Ghia offers an invitation to indulge in delicious libations that ensure every moment remains vivid in your memory.
BRAND APPLICATION
Whenever photographs are included, it’s implied that a Ghia product is part of the scene even when not physically present through a recurring use of the sparkle effect, which can also be seen throughout various elements on the Ghia website. This places Ghia at the heart of beautiful moments without overusing obvious product placement and grants Ghia brand recognition in a wider capacity.
Simple, colorful silhouettes are used on the recipe cards, overlapping in certain places to allow the colors to interact in a playful way. These mimic the shapes and styles found in certain animations across Ghia’s website and promotional materials and contribute to Ghia’s eccentric identity.
