Andrew Johnson
Montreal, December 14, 2020 – Dreww, in collaboration with Quebec creator Lysandre Nadeau, has launched Sans Modération, a campaign for St. Regis dealcoholized wines.
Launched just in time for the holidays, the campaign aims to show consumers that there are great-tasting alternatives to traditional wine and sparkling wine during one of the biggest celebration periods of the year.
The campaign was developed in partnership with Lysandre Nadeau, a well-known Quebec influencer who has been openly sharing her sobriety journey with her audience. The launch also coincides with Lysandre celebrating five months of sobriety. After struggling with mental health challenges and excessive drinking, she made the decision to stop drinking and has since used her platform to speak honestly about the experience.
“Over the past few months, Lysandre has been sharing her journey of sobriety with her followers, and it became clear that a partnership between Nadeau and St. Regis simply made sense,” says Andrew Johnson, Founder and President of Dreww.
The goal of the partnership is to help broaden the perception of the St. Regis brand, which is often associated with pregnant women or breastfeeding mothers, and introduce it to a younger audience. Through this campaign, Dreww and St. Regis wanted to raise awareness and open up a conversation around sobriety before the holidays, especially during a year when many people will be celebrating at home.
Lysandre’s content went live at 1:00 p.m. this afternoon and, after only four hours, her photo had already generated 20,000 likes and more than 200 comments.
“We are really proud to be part of Lysandre’s solution, and we wish her continued health and success,” says Mylène Roy, Brand Manager for St. Regis Wines.
About St. Regis Wines
Made from grapes sourced from some of Europe’s finest vineyards, St. Regis offers a full range of dealcoholized wines and sparkling wines. Each product is carefully crafted to offer consumers a high-quality alternative that can compete with alcoholic wine, without the added calories or headaches.
About Dreww
Dreww is a full-service digital advertising agency and multidisciplinary production studio. It is a collective of digital natives working together to propel brands online.