'Make it a Lyre's' by The Kinetic Agency

29 June 2022

Creative Agency: The Kinetic Agency

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Aiming to drive awareness and drinks inspiration for the non-alcoholic category.

Non-alcoholic spirits brand Lyre’s has released its first global integrated campaign, ‘Stay Spirited. Make it a Lyre’s’.

The campaign, led by Australian partners The Kinetic Agency and Audience Precision, consists of TVCs, digital, and out-of-home advertising targeting Australia and key international markets.

The hero piece is a creative series where Lyre’s bottles come to life showcasing their individual spirit and importantly, the voice and life of the brand.

The campaign, which aims to drive awareness and drinks inspiration for the non-alcoholic category, goes live across digital from June 27 and television from July 14 2022. It highlights that sophisticated adult non-alcoholic drinks are becoming the go-to choice for many people moderating or reducing their alcohol consumption.

Lyre’s, founded in 2019 by entrepreneurs Mark Livings and Carl Hartmann, is the a comprehensive non-alcoholic spirit range with 18 alcohol-free classic spirits, five ready-to-drink cans and a non-alcoholic sparkling wine

CEO and co-founder Mark Livings said: “We founded Lyre’s to change the way the world drinks – and we created our distinct brand to be memorable and inviting, like a good social occasion should be. Our anthropomorphic characters, or ‘Social Animals’, are the drivers of this identity. "

Lyre’s chief marketing officer, Paul Gloster said: “We’ve created our first global campaign to be universal, so that in any market, in any language around the world, people will recognise the drink and know how to make it a Lyre’s.”

Creative director of The Kinetic Agency Nate Martin said:  “We created the Lyre's brand here at Kinetic back in 2019, and this campaign is a real culmination of all Lyre’s brand work over the years. We couldn’t be more pleased with the outcome.”


Strategy, creative, execution: Lyre’s Spirit Co.
Paul Gloster - CMO
Kristy Bloomfield – SVP Global Marketing
Ashleigh Murray – SVP eCommerce and Digital
Cameron Parker – Global Social Director
Raisa Lorenzana-Kim – Global Brand Manager Digital
Zuzanna Hajachova – Senior Creative Lead
Alexandria Brock – Global Assistant Brand Manager

Creative: The Kinetic Agency
Bree Mankin / Managing Partner
Danielle Collins / Managing Partner
Nate Martin / Creative Director
Tiff Harrison / Senior Art Director
Suren Jayemanne / Copywriter
Eren Thomson / Copywriter
Lloyd Shiers / Head of Art
Hannan Hanna / Senior Account Director
Isidora Stevanovic / Account Executive
Jeff Edwards / Producer
Insights: Audience Precision
Haydon Bray – Global CEO
Monia Montefusco – Client Partner
Laura Newman – Head of Research
Jessica Bray – Senior Strategist & Media Team Lead
AP Media Team & Digital Ops team
Animation and CGI: Visual State
Sound mix and sonic branding: Rumble Studios
Audience research: Edentify


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