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Short Dive:
- Ahead of the holiday, Allstate unveiled a collection of signature mocktail recipes to help inspire alcohol-free spirits and keep drivers safe, for every detail shared in Market Dive.
- Allstate Good Sips sees a partnership with chef Jordan Andino to create three mocktail products. The company is promoting the recipes on Instagram, asking users to enter the post in December 8 for a chance to win an Allstate Good Sips mocktail package.
- The program eliminates the insurance company’s safe driving programs and comes at a time of year when car accidents are more common. The move also comes as demand for alcoholic beverages continues to grow.
Dive Insights:
In 2021, sales of alcoholic beverages increased by 33% to $331 million, for NielsenIQ findings mentioned in the release. While alcohol retailers may not find joy in the crowd, Allstates’ push of mocktails reflects the brand’s message of protecting drivers.
Social media promotion is Allstate’s effort to engage some Gen Z and millennial consumers who are at the age when they are beginning to explore insurance options. The intensity is different from the brand’s “Mayhem” commercials, which may have been a choice because it was made by a younger group. showed no interest in old television commercials. In the past, the insurance company has made an effort to target young consumers in its traditional advertising, which was in January. released a “Mayhem” advertising space. playing hashtag challenges and viral TikTok dances.
For its latest venture, the insurance company partnered with Andino, the host of the upcoming Netflix competition show, “Cook at All Costs,” to create three unique mocktails using ingredients to increase strength. The Safetini is a non-alcoholic spin on the martini with lime juice, mint, soda water and blue curacao syrup, a nod to Allstate’s blue logo. Sober Sage is a cocktail made from cranberry juice, simple syrup and soda water, garnished with sage. The 10 and 2 is an Old Fashioned but non-alcoholic, made with black tea, bitters and sugar and topped with an orange wedge.
Allstate is taking to Instagram to promote recipes, the link has been announced on its page by sharing a series of quizzes and asked users to share their answers for a chance to win its mini-book Allstate Good Sips mocktail kit, which includes everything needed to make the recipes. The quizzes asked customers to “guess the details,” do some math and type “Allstate” with their eyes closed. In total, 80 entrants will be selected as winners of the mocktail package, with the sweepstakes closing on December 8th.
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