OTR Zero Proof Campaign

On the Rocks makes premium Ready-To-Drink cocktails—all the classics you'd find at any bar or party. This self-initiated campaign imagines their next move: OTR 0%, a non-alcoholic RTD line built for the sober-curious consumer. Developed in collaboration with copywriter Allie Stogner, the project explores how an established alcohol brand extends into a fast-growing category without losing its edge—keeping the OTR confidence intact while speaking to a new audience that doesn't want the alcohol, but absolutely still wants the experience.