On The Rocks — Drinking For Two
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 crafted specifically for pregnancy.
Year: 2025
Role: Art Direction, Package Design
In addition to online, the mocktails were sold in baby sections of stores to reach expecting moms where they’ll already be.
When purchasing the mocktails, we let pregnant women show a photo of their positive pregnancy test, in lieu of their ID, to receive a free bottle.
Celebrate each milestone of your pregnancy with the trimester subscription:
We started the promotion of the line with teasers on social:
After the line was released, we promoted the mocktails through a series of out of home ads, highlighting different flavors and milestones.
We continued promotion on social media.
AD: Elinor Kelly, Davis Amis
CW: Haley Whiting