• by Teresa Buyikian , Yesterday

The latest campaign from non-alcoholic spirit Seedlip taps a well-known Real Housewife, along with her lavish lifestyle, to encourage consumers to keep their Dry January goals.

“Real Housewives of New York” alum Dorinda Medley stars in a new social campaign for the alcohol-free spirit, set in her elaborate Berkshires estate, Bluestone Manor. In the spot, seen here, Medley offers a cocktail to a guest who reminds her they’ve committed to a dry January. Medley points out that “at Bluestone Manor, we prepare for everything,” turning to an “emergency bartender” in a glass box behind her. After she smashes the box with a designer high heel, the handsome bartender serves cocktails made with Seedlip.

“Dorinda is known for being an incredible host while truly embracing life to the fullest, which made her a natural partner for Seedlip,” David Crooch, Diageo’s general manager of non-alcoholic beverages, explained to Marketing Daily. “She brings her characteristic warmth, humor and relatability to the conversation. She helps show our consumers 21+ that choosing a non-alc drink does not mean opting out of social moments or sacrificing flavor. That spirit aligns perfectly with Seedlip’s belief that a drink should feel intentional, elevated, and enjoyable, with or without alcohol.”

The new creative comes as Seedlip celebrates its 10^th anniversary and is an extension to the brand’s ongoing “Yeah it’s a drink” campaign, which intends to show that “a satisfying, well-crafted drink can be completely alcohol-free.”

“’Yeah It’s a Drink' brings Seedlip’s brand philosophy to life in a very tangible, relevant way,” added Crooch. “The collaboration with Dorinda reinforces that non-alcoholic drinks can be flavorful, sophisticated, and worth savoring, underscoring Seedlip’s belief that it is not about removing alcohol, it is about elevating the experience and making sure everyone feels included in the moment."

The brand held a pop-up event last week at the Oculus World Trade Center in Manhattan, where an “emergency bartender” served Seedlip cocktails during happy hour on what is known as  “quitter's day,” the second Friday of January when many people abandon New Year's resolutions.