The PR challenge
Sentia was conceptualised as a response to the surging interest in sober living and the need for alternatives to traditional alcoholic beverages. The team at GABA Labs, led by the visionary Professor David Nutt, recognised the drawbacks of alcohol consumption, such as addiction, liver damage, and loss of control. They aimed to create a product that could replicate the positive effects of relaxation, confidence, and socialisation associated with alcohol, without its harmful consequences.
To achieve their goal, the team at GABA Labs developed a plant-based formula that specifically targeted the neurotransmitters in the brain responsible for relaxation and social connection. This innovative product was named Sentia, positioning itself as a science-led solution to the age-old tradition of consuming alcohol.
Sentia sought the expertise of a publicist to launch their product to the British media, focusing on science, innovation, and drinks-related outlets. The goal was to raise awareness about the brand, its benefits, and the scientific principles behind it. In a competitive situation of the rapid growth in functional alcohol alternatives, Sentia aimed to differentiate itself by emphasising its science-driven approach rather than delving into the specifics of plant ingredients or botany.
The PR approach
The freelancer embarked on a four-month campaign, spanning from April to July, with a multifaceted approach, incorporating various elements to maximise the impact of Sentia's introduction to the market.
This encompassed orchestrating interviews with the founder, a strategic endeavour to provide a personal touch and insight into the brand's inception. Furthermore, the approach included securing strategic product placements, ensuring Sentia was prominently featured in relevant contexts.
A substantial effort was dedicated to crafting compelling media materials that could succinctly convey Sentia's unique selling points and the science behind the product. This approach emphasised high-quality content over a high volume of coverage, aiming for depth and resonance in Sentia's media presence.
The freelancer’s campaign continued to generate coverage far beyond the completion date of the work, with additional features promoting Sentia appearing during Sober October and Dry January.
The PR results
The campaign exceeded its predetermined KPIs. It achieved a spectrum of high-quality coverage, including a noteworthy interview featuring Professor David Nutt in The Grocer that effectively highlighted Sentia's pioneering role in the NoLo space, as well as a trend-setting feature in Foodism magazine, shedding light on Sentia's innovative approach, and features in articles discussing cocktail alternatives in a range of mainstream consumer titles such as Cosmopolitan magazine. The freelancer’s campaign continued to generate coverage far beyond the completion date of the work, with additional features promoting Sentia appearing during Sober October and Dry January.
The campaign achieved the goal of effectively positioning a Sentia’s science-driven product in a competitive market. By aligning their messaging with the desired audience and emphasising their unique selling point as a science-led brand, Sentia garnered substantial media attention and set the stage for future success in the growing market of alcohol alternatives.
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