Manitoba Liquor and Lotteries

We designed and delivered Mocktail Week – a fun, experiential culinary week modelled on Le Burger Week – to engage Manitobans in trying mocktails as an alternative to alcoholic beverages as part of a lifestyle of moderation.

Challenge

Manitoba Liquor and Lotteries promotes safe and responsible consumption of its products to help them enjoy a balanced social life that includes, but is not dominated by, alcohol. Although two-thirds of Manitobans said they would try a mocktail, only a third had actually done so. We wanted to increase the number of Manitobans who had tried a mocktail and overcome the perception that they are only for designated drivers.

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Solution

We invited local restaurants to develop and promote a signature cocktail throughout the month of January, culminating in a one-day “Clash of the Mixers” at The Forks Market—an historic gathering spot in Winnipeg. We ran a complementary digital and print campaign province-wide to promote mocktails, MocktailWeek.ca, where Manitobans could vote for their favourite mocktail and the event.

Impact

At the Clash of the Mixers, participating restaurants served 1,100 mocktail samples and all “sold out” before the end of the day. There were over 11,000 visits to MocktailWeek.ca. In the post-campaign survey, familiarity with the term mocktail increased from 53% to 60% and 44% of Manitobans had tried a mocktail, up from 32%.

Awards