Brands In Action

Kyle Billings / Lyre's

Episode Summary

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.

Episode Notes

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://lyres.com

https://www.facebook.com/LyresSpiritCo/

https://www.instagram.com/lyresspiritco/

https://twitter.com/LyresSpiritCo

https://www.youtube.com/channel/UCuq0OXpYpAgxAbrO9nNw9-Q

https://www.linkedin.com/company/lyres/

https://www.pinterest.ca/lyresspiritco/