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ON THE ROCKS

Drinking For Two

The first virgin cocktails crafted specifically for pregnancy.

Gen Z is the newest generation of parents, and around 77% of Gen Z moms experience loneliness during pregnancy –  it can be tough to miss out on the things you love.

When you’re pregnant you’re sacrificing everything — your body, your mental health, your wardrobe. But your social life? That shouldn’t be one of them. On the Rocks wants to give pregnant women a part of their social life back, with a new line of virgin cocktails.

Role: Art Direction, Package Design

Our (not a) Virgin Cocktail line includes nine flavors of mocktails — all inspired by the size of your baby throughout your pregnancy journey, starting with a virgin blueberry mojito and working up to a virgin watermelon spritz.

Our (not a) Virgin Cocktail line includes nine flavors of mocktails — all inspired by the size of your baby throughout your pregnancy journey, starting with a virgin blueberry mojito and working up to a virgin watermelon spritz.

Our (not a) Virgin Cocktail line includes nine flavors of mocktails — all inspired by the size of your baby throughout your pregnancy journey, starting with a virgin blueberry mojito and working up to a virgin watermelon spritz.

In addition to online, the mocktails were sold in baby sections of stores to reach expecting moms where they’ll already be. 

In addition to online, the mocktails were sold in baby sections of stores to reach expecting moms where they’ll already be. 

When purchasing the mocktails, we let pregnant women show a photo of their positive pregnancy test, in lieu of their ID, to receive a free bottle.

When purchasing the mocktails, we let pregnant women show a photo of their positive pregnancy test, in lieu of their ID, to receive a free bottle.

From surviving morning sickness to feeling your baby's first kick, celebrate each milestone of your pregnancy with the trimester subscription:

From surviving morning sickness to feeling your baby's first kick, celebrate each milestone of your pregnancy with the trimester subscription:

After the line was released, we promoted the mocktails through a series of out-of-home ads, highlighting different flavors and milestones.

After the line was released, we promoted the mocktails through a series of out-of-home ads, highlighting different flavors and milestones.

We continued promotion on social media.

We continued promotion on social media.

AD: Elinor Kelly, Davis Amis

CW: Haley Whiting

AD: Elinor Kelly, Davis Amis

CW: Haley Whiting

AD: Elinor Kelly, Davis Amis

CW: Haley Whiting