d&ad New Blood awards 2025
On the Rocks was my choice of brief for D&AD’s New Blood Competition 2025. A commission to create a brand identity for a non-alcoholic alternative to one of Suntory Global Spirits’ brands.
I chose OTR, a range of ‘ready to drink’ cocktails. Research shows that such drink ranges are growing in popularity among GEN-Z, the target audience.
In order to sell this range to this ever-evolving consumer, the brand needed a unique selling point. Looking at Suntory Global’s current mission status and market research on GEN-Z consumers, the most effective communication tool is an environmental movement.
On the rocks - Make a splash on the social scene
On the Rocks’ ‘Make a Splash’ range is a brand extension that is dedicated to reducing the environmental impact that the social scene has on natural water sources. Replenishing water sources by removing the extreme water usage caused by the alcohol distillation process.
The ‘Make a Splash’ premium mocktails allow users to continue to enjoy the social scene while caring for themselves as well as, the environment. No hangovers, less environmental impact.
