Giffard N/A

The Après Everything Framework

42.65% peak engagement, 10x the category target

A hand holds up a bottle of Giffard NA Spritz non-alcoholic liqueur against snow-covered mountain peaks at golden hour, shot by Ford Media Lab.

Giffard / Back Bar Project

Spirits

2026

(the_challenge)

The Challenge

Giffard’s non-alcoholic range was new to the US, entering a category still inventing itself, with no built-in audience. The brand didn’t need a photoshoot. It needed a strategy, a world worth following, and a way to show up everywhere its audience already was.

(the_approach)

The Approach

It started with strategy. We built the brand’s positioning and visual identity from the ground up, then gave it a cast: the Après Crew, recurring characters with a continuous story that made a non-alcoholic spirit feel like a world worth joining. We produced the campaign as hybrid visuals, scored it with original music, and spun that music into a branded Spotify station running across their channels. Then we ran the whole thing: managing the social, deploying every asset, and steering the paid media behind the numbers below.

Five bottles of Giffard 1885 non-alcoholic liqueur, Ginger, Grapefruit, Spritz, Elderflower, and Pineapple, lined up on a snowy table with pine branches and coffee cups, shot by Ford Media Lab.

A hand pours golden Giffard Pineapple non-alcoholic liqueur over a stack of berry-topped pancakes by a snowy cabin window, shot by Ford Media Lab.

(lab_report / results)

The Results

42.65%

Peak engagement rate, against a 4–6% target

78.2%

Weekly follower growth on Instagram

$0.27

Cost per click on paid media

The numbers cleared the category’s benchmark several times over, and the paid media stayed efficient because the work earned attention on its own. This isn’t a campaign we handed off. We still run it, and it keeps compounding.

(the_work)