Brandthropology Makes Booze Clues

The Addison County Prevention Partnership chose Brandthropology to develop a responsible drinking campaign for young adults aged 18-25. After initial research, we decided our approach would be to position responsible drinkers as heroes, rather than the cliched, patronizing approach of demonizing excessive drinkers. During focus group testings of our ads, we found our strategy was well received, with student’s describing them as “relevant” “witty” and “smart.” To increase visibility throughout the county, we segmented our message for two age brackets and distributed them in print ads, coaster production, online advertisements, and the vanity URL, boozeclues.org.