Case Study 3

ZEO | Beyond Alcohol

Make Believe was invited to create a range of premium in-bar

products for the London pilot of a new premium adult soft

drink, ZEO. The premium on-trade is a notoriously challenging

place to insert branded merchandise, so striking the balance

between the ZEO brand and a style welcome in London

premium bars was critical.

In taste tests, over 60% respondents said ZEO gave them a

sensation similar to that of drinking alcohol, with others

commenting how it tasted differently with different food

pairings. Some said no two ZEO experiences were the same.

So our pieces for a soft drink reflected characteristics of an

alcoholic one. Randomly overlaid perforated steel meant no

two coasters, serves or trays were identical. The use of high

quality materials, but with muted branding, ensured they stood

out in the cluttered on-trade environment, whilst being

acceptable to style-conscious venues. On-trades sales in the

London pilot were so successful that it spawned a national and

international roll-out, which is currently underway.