Bacon & Eggs, the creative shop known for its witty, imaginative and disruptive advertising, has created an innovative campaign for ABC Fine Wine and Spirits that playfully tackles the Dry January’s impact on its business head-on. Through the campaign, Florida’s largest family-owned wine and spirits retailer proudly proclaims its support for Dry January even as it shares its extensive selection of wines, spirits, premixed cocktails and beers found within 127 stores across the state.
In the campaign’s signature spot, ABC Fine Wine and Spirits cheekily announces its enthusiastic support for Dry January, then proceeds to describe its tantalizing array of velvety cabernets, perfectly frosted IPAs, and smooth whiskeys — all while insisting, of course, that viewers “definitely shouldn’t” indulge in these libations during the month.
“Most alcohol retailers either push non-alcoholic alternatives or go quiet during Dry January,” explains Kia Zomorrodi, founder and chief creative officer of Bacon & Eggs. “We wanted to flip the script and create something that would resonate with both those participating in Dry January and those who aren’t. The campaign’s reverse psychology approach lets ABC own the conversation while showcasing its impressive selection in an entertaining way.”
The campaign arrives as ABC Fine Wine and Spirits aims to maintain brand engagement during a traditionally quiet period for alcohol sales.
“This campaign perfectly captures our brand personality while acknowledging the reality of Dry January,” says Mary Beth Lytle, Marketing Director at ABC Fine Wine and Spirits. “Whether our guests are taking a break or raising a glass, we want them to know ABC supports their choices — while reminding them we’ll be here with an amazing selection when they’re ready to celebrate.”
Set to roll out the week of January 6th, the campaign includes both full-length and :30 spots that will run across streaming platforms and social media channels throughout Florida.
About Bacon & Eggs
Founded in 2018 and based in Los Angeles, Bacon & Eggs creates witty, disruptive, not-bleh advertising that drives growth. With an innovative creative + production model, Bacon and Eggs efficiently creates standout campaigns that convert viewers to customers for brands like BuzzBallz, Manscaped, and Windmill Air.
About ABC Fine Wine & Spirits
ABC Fine Wine & Spirits is a leading retailer of wine, spirits, and beer, offering an extensive selection of products and exceptional customer service. With locations throughout Florida, ABC is dedicated to providing a superior shopping experience and helping customers find the perfect beverage for any occasion. Learn more about ABC Fine Wine & Spirits by visiting abcfws.com. Keep up with ABC on Instagram, Facebook, TikTok, and YouTube.
