Today we welcome Kyle Billings, National Marketing Manager at Lyre's Spirit Co, one of the brands leading the way with non-alcoholic spirits category. Kyle talks about managing a brand experiencing explosive growth globally that had to pivot completely due to the COVID quarantine.
Today we welcome Kyle Billings, National Marketing Manager at Lyre's Spirit Co, one of the brands leading the way with non-alcoholic spirits category. Kyle talks about managing a brand experiencing explosive growth globally that had to pivot completely due to the COVID quarantine.
00:01 - Show Introduction
00:18 - Kyle Billings Introduction
01:03 - Hello Kyle
01:11 - What Kyle is currently up to
03:01 - Creating a cocktail substitute compared to competition
06:41 - How Covid has affected business
08:46 - Origin story of Lyre’s
10:54 - Sober Curious Movement
12:11 - Sober Strategy
14:02 - Articulation of targets
15:53 - Tone of voice
17:49 - Iconography
20:00 - Pinterest board
20:29 - Creative Brief
21:40 - How to drive trial
23:27 - Resist Discounting
24:04 - Creative content to feature
25:05 - What kind of cocktail is your brand
26:05 - Goodbye Kyle
26:27 - Show Outro
https://www.facebook.com/LyresSpiritCo/
https://www.instagram.com/lyresspiritco/
https://twitter.com/LyresSpiritCo
https://www.youtube.com/channel/UCuq0OXpYpAgxAbrO9nNw9-Q