Out of Home
Socials
Barry
Don't Drink Barry Campaign: Alcoholic Beverage by Australian Footballer Bailey Smith Target Audience: 18-24 year olds Proposition: 'Barry is built for a good time' Problem: The target audience, being Gen Z, are adverse to advertising. 65% of Gen Z have ad-blocking software installed on their personal devices to avoid online ads (UniDays, 2020). Opportunity: To reach the target audience using anti-advertising tactics. Insight: Gen Z have a set of unspoken rules for social situations that, when followed, will likely lead to a good time. Idea: To Include Barry within this set of unspoken rules that create a good time. As if you are someone who doesn't follow these unspoken rules you likely aren’t the person who should be drinking the drink. Hence our idea, don’t drink barry. As if you don’t follow the unspoken codes for a good time, don’t drink Barry.
