Manchester-based alcohol-free drinks beer and cider manufacturer Drynks Unlimited (owner of the Smashed brand), has started 2022 in style with the launch of its first ever TV advert, Get Smashed Anytime which airs on ITV Granada across January and February.
We are thrilled to be supporting Smashed with their first ever TV campaign and loved making the ad for them. Under our Backing Business programme, we pledge to help brands scale up using the power of TV. When we saw Richard getting funding for the brand on Dragons Den back in 2020, we knew it would only be a matter of time before they were ready to test TV. We are now working closely on the next stage of growth with Drynks across their range.Business Development Director at ITV, Jason Spencer
The TV ad, made by ITV’s Creative Production team, is a cheeky look at all the surprising places people could enjoy a Smashed drink; driving a taxi, on a bike ride, after a run or even a vicar at a bus-stop! It will run alongside an extensive city centre sampling tour over the coming weeks to drive trial of the product off the back of Dry January.
Drynks Unlimited is the only 0.0% drinks brand to produce its drinks in Britain and its range of five Smashed beers, ales and ciders all start life as fully alcoholic (between 5% -7% ABV) British craft beers. The innovative business then gently removes the alcohol in a pioneering process called cool vacuum distillation.
Alcohol-free drinks aren’t just for Dry January! Our research shows that British drinkers are much more likely to flex their drinking between alcohol and alcohol-free rather than abstain completely. In the past, the quality and range of low and now alcohol drinks could be hit-and-miss. We want to change the mindset that you are ‘missing out’ by choosing an alcohol-free beer or cider but instead that you can actually have fun and enjoy a drink without the booze. Smashed drinks taste just as good as the ‘real thing’! It’s exciting for us to launch our first TV ad which is a fun look at all the places you could ‘get Smashed’! This alongside our sampling campaign will bring our award-winning drinks to more people.Founder and MD Drynks Unlimited, Richard Clark