Elinor Kelly

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ON THE ROCKS

ON THE ROCKS

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

The only thing virgin here is our drinks.

9 flavors made with fruit inspired by the size of your baby.

The only thing virgin here is our drinks.

9 flavors made with fruit inspired by the size of your baby.

The only thing virgin here is our drinks.

9 flavors made with fruit inspired by the size of your baby.

We kicked off the campaign with teasers on social.

We kicked off the campaign with teasers on social.

Instead of being sold in liquor stores, the virgin mocktails were sold in baby sections of stores, to meet moms where they'd already be.

Instead of being sold in liquor stores, the virgin mocktails were sold in baby sections of stores, to meet moms where they'd already be.

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.

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

AD: Elinor Kelly, Davis Amis

CW: Haley Whiting

AD: Elinor Kelly, Davis Amis

CW: Haley Whiting

AD: Elinor Kelly, Davis Amis

CW: Haley Whiting