Booze Retailer Serves Reverse Psychology in Dry January Ad

Florida-based retailer ABC Fine Wine and Spirits is a “proud supporter.” Dry Januarywith a new ad encouraging consumers to skip the velvety cabernets, crisp IPAs and complex whiskeys it stocks on its shelves.

Wait, really? No, of course not.

The campaign, from indie agency Bacon & Eggs, is a fascinating example of reverse psychology that puts ABC Fine Wine and Spirits’ products in the best possible light while telling drinkers “definitely shouldn’t” imbibe them. Eye for an eye, eye.

Although not new to the world of marketing, the tactic can be very effective if pulled off a deft touchas it happens here in the place of the 50-second hero. The narration includes lines like, “Whatever you do, don’t pour that smooth whiskey and feel it wrap around you like a warm hug because who needs that kind of emotional support when you have chamomile tea? “

The job, which comes from the largest family-owned beverage chain in the Sunshine State with 127 stores, comes during the period of heavy resolution and well-being, when many brands in the category take a breather from advertising. Some, meanwhile, focus largely on their own without alcohol options.

ABC Fine Wine and Spirits, on the other hand, “wanted to flip the script and create something that resonates with both those who participate in Dry January and those who don’t,” according to Kia Zomorrodi, Los Angeles-based founder and creative director. based Bacon & Eggs, which counts BuzzballzManscaped, and Windmill Air as clients.

The ad, which will roll out on streaming platforms and social media across Florida, “perfectly captures our brand personality, acknowledging the reality of Dry January,” said Mary Beth Lytle, the chain’s chief marketing officer. , who noted that customers are dry, wet, or tippling, “ABC supports their choices.”