Botivo’s really clever positioning move

Jack loves an AF drink, so he's seen his fair share of "all the flavour, none of the next day regret" messaging. What we loved about Botivo's copy was that there's none of that. It's not about the lack of alcohol, it's just a drink that's perfect for drinking at the end of a long day that happens to be alcohol-free. Wicked smaht.

What's really clever about Botivo's Yellow Hour is that it turns a product into a ritual. It's not just an alcohol-free drink, it's a drink to kick back after a long day or sip as the sunsets or drink with friends in the garden.

And by doing that, they're not positioning themselves as an alternative to other AF drinks. They're positioning themselves as alternatives to a glass of wine or a Pimms or a beer. Super clever.

Which raises a really interesting question: is there a ritual or a moment in your customers' lives that you can own? Even better, is there a moment or ritual the big dogs in your industry also own? How can you use your copy to make your product part of that? (Spacegoods do the same for a morning coffee.)