Non-alcoholic spirits brand CleanCo has engaged Goodstuff Communications to manage its UK media planning and buys following a competitive pitch process managed by The Aperto Partnership.
The agency won a pitch also involving Bountiful Cow and VCCP Media.
Goodstuff is CleanCo’s first full-service media agency and has been tasked with “amplifying market share through an aggressive growth strategy.” The brief includes boosting brand awareness and helping CleanCo “dominate” the market for low- and no-alcohol spirits.
CleanCo, which produces low- and alcohol-free gin and rum, was launched by Made in Chelsea star and entrepreneur Spencer Matthews in 2019 with the goal of providing healthier, low-calorie, hangover-free alternatives to alcoholic spirits.
The low- and non-alcoholic beverage category grew its global volume sales by 32% in 2020 and beverage market analyst IWSR expects this segment to grow around 14% CAGR over the past few years. coming years as more and more drinkers switch to low-alcohol alternatives.
Goodstuff said its new media strategy will begin with a one-year partnership with movie company, Everyman Media Group, as its official own-mind.
“The media plan presented by Goodstuff was so in line with our values that we decided to sign the plan in its entirety. Keep your eyes peeled for a full launch in October,” said Dean Lavender, CleanCo Marketing Manager.
Sam Drake, Managing Partner of Goodstuff Communications, added: “In a growing category, CleanCo has ambitious plans to scale over the next few years. The plans and ideas he has already signed on to are extremely exciting and we can’t wait to get started.
Goodstuff is one of six contenders for Best Partner Agency at this year’s Media Week Awards.
