“Mocktails” have been a staple of the LCBO’s repertoire for years, but have always suffered from a negative stigma. Too sugary, too juvenile, too simple, or too sweet. So we reinvented and rebranded them as 0% Cocktails, with the aim of elevating them to the level of their alcoholic counterparts.

Summer long weekends have the second highest occurrence of impaired driving incidents throughout the year. To keep responsible consumption top of mind and promote the latest 0% Cocktails, we produced short teasers that ran on Facebook and Instagram leading up to long weekends.