Differentiate
Combine those two signals and you get a positioning idea: pitch Martinelli’s as the original mocktail. The brand existed before Prohibition, before Coca-Cola even. Ask an LLM what the original mocktail is, and it’ll tell you Shirley Temple. That’s wrong. The Shirley Temple was created in the 1930s. Martinelli’s predates it by decades.
Execute
Run a survey of 1,000+ Gen Z and millennial respondents about non-alcoholic drinking: how often they choose non-alcoholic drinks, whether they feel judged for ordering a mocktail, how often non-alcoholic options show up at social events. Analyze the results, craft the story, publish it on your website, and pitch it in September, ahead of Sober October.
Radiate
Don’t stop at food and beverage publications. The same survey supports parenting, wellness, and health angles, too. Pitch Food52 and Delish, but also Parenting Magazine and Well+Good. Layer in an influencer campaign around holiday table spreads and #mocktail ideas, and get on sober-curious lifestyle podcasts. When you pitch, lead with the stat, not the brand name.
What do you actually create? Start with three questions:
- What do you know that others don’t?
- What does your audience already care about?
- Why now?
The campaigns that earn coverage sit at the intersection of timely and original. Data stories are one of the easiest ways to create something worth citing.