Discarded Spirits Co. - Best Use of Copy Winner - Space - The Independent Agency Awards 2023

Campaign Summary:

Discarded Spirits Co. is a zero-waste spirit brand. Its product range re-uses food waste to create the best tasting liquids whilst championing the circular economy.

The brand’s identity is built around the beautiful potential of waste and, as it scales up, it wanted to bring this purpose to life, gaining awareness and cut through in a growing sector of sustainable brands.

We launched the brand’s first-ever advertising campaign – WASTE TASTES BEAUTIFUL – which ran across multiple OOH formats and social media platforms reaching over 10m eco-active consumers.

Our message challenged the notion that sustainability equals sacrifice, and thanks to our award-winning liquids, we showed the world that a sustainable future can be a joyful future.

The Discarded “Waste Tastes Beautiful” campaign achieved the following results…

Contributed to significant overall sales growth (+64% year on year) for the brand in the UK.

Created strong retailer (Waitrose) sales uplift during the campaign period (Discarded Banana Peel Rum SKU +198%, Grape Skin Vodka +167% sales per month)

Exceeded overall brand awareness targets (+4% over campaign period) and achieved highest ever awareness levels (60%) in London amongst 25–44-year-olds.

Increased key brand health measures including “proud to share” (+11.5 % points), “worth paying more for” (+4.7 % points), and “high quality” (+7.7 % points).