The first-ever sober curious social club, powered by Seedlip.
My contributions:
Creative & Experiential Strategy
New Business
Strategic Partnership Outreach
The challenge:
As 2025 approached, Seedlip sought Well+Good to reassert its place in the wellness landscape during the peak of Dry January. With increasing category competition and softening market leadership, the brand needed a hybrid digital-experiential program to build buzz, drive credibility, and encourage trial among wellness-minded consumers.
The ask: an authentic, high-impact entry into the Dry January conversation that would cut through the seasonal noise.
The approach:
Tapping into the rise of the sober-curious movement as the guiding insight, I developed Bar Botanica: an immersive expression of Seedlip’s botanical essence and the first-ever sober-curious social club at House of Good in Los Angeles. For three days, guests stepped into a speakeasy-inspired space to explore Seedlip through wellness-forward elixirs, tarot readings, aura energy scans, and other sensory rituals.
The experience extended digitally with a curated Dry January guide featuring expert-developed mocktail recipes and creator content. To close the loop, we partnered with Instacart on shoppable, first-to-market extensions that delivered direct conversions within Well+Good editorial content at the height of new year wellness discovery.
The results:
30M
earned and guaranteed impressions
2,500+
consumer attendees across 3 days
3,200+
Seedlip mocktails sampled
First-to-market Instacart shopping plug-in.
Well+Good’s Ultimate Guide to Dry January with Seedlip product and shoppable recipe card integrations.