Alcohol-free cocktail brand Free AF has launched a new marketing campaign titled ‘Get drunk on life’, encouraging consumers to embrace energy and creativity without alcohol.
The campaign features guerrilla-style fly posters and sticker-art installations with slogans such as “Get drunk on reckless ideas” and “Get drunk on sunrise,” paired with vibrant street photography.
Free AF is backing the out-of-home activity with sampling events and a social-first digital push.
The New Zealand brand launched in the UK in December.
Founder Lisa King said: “Alcohol-free doesn’t have to mean quiet or watered down.”
The campaign comes as the no/low-alcohol category continues to grow, with UK sales reaching £360m in 2023 and forecast to hit £800m by 2028.
